Cultivating a brand
is a full time job. Dynamic brands
evolve with consumers and consumers are dynamic not static. Aldi is dynamic not static. With customers, quality,
and price top of mind Aldi
is expanding locations rapidly, expanding product offering strategically, and
tactically targeting product trial. Are you? Have you considered finding success
in the Grocerant Niche as your counter move to Aldi?
If success leaves
clues let’s take a look at what Aldi is doing so well of late. Bill
Bishop, Chief Architect at Brick
Meets Click complied the
following this list:
1. Run their own version of a weekly circular,
complete with temporary price reductions and every-Wednesday meat deals.
2. Drop two coupons for $5 off a $30
purchase via direct mail and newspaper inserts in Minnesota — one before
Thanksgiving and the other mid-December.
3. Offer seasonal items that deliver the
delight of discovery much like Costco or even Trader
Joe's.
4. Issue a photo-filled holiday catalog
featuring recipes from a variety of chefs in the Aldi Test Kitchens.
5. Conduct a test for accepting all major
credit cards at stores
in Minnesota and the Sycracuse, N.Y., area. Aldi started accepting credit cards
in the UK in October 2014.
Building brand value begins with and
invitation. Clearly Aldi is extending an
invitation to customers not only to try shopping Aldi, but inviting current
shoppers to expand their experience and enhance special holiday occasions by
offering new targeted specials. No other food retailer in the United States has
grown faster, built more stores than Aldi in the in the past five years. I believe they will open more stores than any
other grocer in the next five years as well.
Success does leave clues and Aldi is one company to watch.
www.FoodserviceSolutions.us specializes in outsourced business
development. We can help you identify, quantify and qualify additional food
retail segment opportunities or a brand leveraging integration strategy.
Foodservice Solutions® of Tacoma WA is the global
leader in the Grocerant niche since 1991 Contact: Steve@FoodserviceSolutions.us
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