Aldi’s Secret to Success
Our latest CSI findings revealed that shoppers are no longer just seeking cheap products… but also value for money. From our shopper research we also know that shoppers understand that getting ‘value for money’ is being able to buy high quality items at low prices. People who shop in Aldi are the most likely to be seeking this!
Aldi are continuing to impress us in the press with their rising success; with their growing sales of 31.11% whilst the big four have all seen their market share fall marginally. Aldi have proved that the quality of their products are far better than most originally believed (not just their low prices!); with their mince pie being top of the taste leader board, and their Christmas puddings beating Harrods’… and not to mention the amount of their private label products trumping their branded alternative. We also know that one in 3 of us are now shopping in Aldi, and it is estimated that 19% of their shoppers are actually middle-class…
Could it be Aldi’s emphasis on Value for Money that is driving this success? It’s not just about price it’s about quality too!
Retailers should be taking Aldi’s lead… supporting what we previously mentioned in last week’s blog post, and emphasise both price and quality in order to keep shoppers happy.