As part of the broad-based 360° campaign, Liebherr-Hausgeräte continues to set strong impulses to create real added value for retail partners. With four trade-oriented special promotions in the current period, the brand underscores its clear focus on boosting in-store frequency. In addition to a competition for end customers and a sales contest for retail partners, two giveaway actions in particular provide attractive customer value.
Giveaway actions at the POS create brand presence and make freshness tangible The Liebherr 360° campaign is strengthened from 11th – 31st May with a prominent activation at the point of sale: At 31 market stalls across all federal states, customers receive a free OEKO-certified Liebherr fabric bag for their freshly purchased fruit and vegetables. In total, Liebherr distributes 8,200 fabric bags over a period of three weeks, while supplies last. This action provides additional brand visibility in everyday life and underscores Liebherr's commitment to sustainability and customer proximity.
With another attractive giveaway action, Liebherr creates a direct connection between a freshness experience and product promise: From May to July 2026, customers who purchase a BioFresh appliance with a 10-year manufacturer's warranty receive a high-quality Liebherr cooling backpack worth €39.90 for free. All it takes is to upload the purchase receipt on the specifically set up campaign website home.liebherr.com/biofresh-aktion. The cooling backpack is then delivered free of charge to their home. This strengthens the brand experience at the point of sale and makes the added value immediately tangible for end customers. For the retailer, there is no additional handling effort involved.
A twelve-page brochure with a coupon for the WM competition ensures visits to the store Another central element of the current campaign is a twelve-page Liebherr supplement, now appearing for the fifth time with a record print run of over 1.67 million copies this year. This is used both in high-reach consumer media and for targeted distribution by retail partners with an individual address stamp field. A special highlight is the first-time detachable postcards with humorous sayings that portray the theme of freshness in an appealing way. Additionally, the postcards offer the opportunity to participate in a competition for a Liebherr WM drinks cooler on home.liebherr.com/gewinnspiel-coupon until the end of August. The special feature: Participation requires a code that is only available at retail stores - thus specifically increasing frequency in stores and strengthening customer loyalty.
The first Liebherr 'Sales Contest' for the retail trade demonstrates appreciation For the first time, Liebherr is currently holding a 'Sales Contest' for its retail partners, highlighting the commitment, sales strength, and passion of the sales teams. In August 2026, it will be evaluated which retailers achieved the largest percentage increase in invoiced Liebherr purchase sales in a defined three-month period compared to the previous year. Eligible retail partners are divided into three size categories. As appreciation for the special effort at the POS, Liebherr enables the retail partners to have dinner with their winning teams in their favorite restaurant and covers the bill as a thank you for the exceptional sales performance.
Martin Ludwig, Head of Business Area Western Europe at Liebherr-Hausgeräte Vertriebs- und Service GmbH, explains: 'Our current trade- oriented measures to increase frequency clearly highlight how important the support of our stationary retail partners is to us. We consciously focus on a strong combination of real customer value and attractive sales incentives. We are especially pleased that with our first-time 'Sales Contest,' we can honor the passion and commitment of the best sales teams of our retailers.'