Sunday, November 15, 2015

Aldi and Lidl named world's top brands Lookout US Retailers

Regular readers of this blog know that Foodservice Solutions® Grocerant Guru® of discuses the success Aldi has found in the United States.  In fact Aldi now has 1285+ retail outlets open and plans to spend another 3 billion US Dollars opening new stores in 2016, 2017, and 2018.  Lidl is now preparing to open it first units in the U.S. in 2016.  

This week Aldi and Lidl named world's top brands for shopping experience.  The German discounters were praised for their simple brand message in the Global Brand Simplicity Index and that is before Lidl has even open one unit in the U.S. 

Both discount supermarkets Aldi and Lidl have been named the world's top brands for giving customers a simple, clear and hassle-free shopping experience. Aldi topped the annual Global Brand Simplicity Index from US-based brand consultancy Siegel & Gale for the sixth year in a row. 

The Global Brand Simplicity Index polled 12,000 people and ranked 87 brands worldwide in order of the clarity and simplicity of their products and the way they communicate with shoppers. Aldi and its counterpart Lidl, which took third place, were praised for expanding their range of products their and strongly-communicated 'money-saving' messages. Google took second place in the list. 

Here is something very interesting Siegel & Gale said 63 percent of consumers are willing to pay more for a simple retail experience, making it ironic that the list is consistently topped by the budget supermarket chains. More than half of adults in the UK now visit an Aldi or Lidl each year.
"Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organizations,” said Howard Belk of Siegel & Gale. 

Top 10 brands worldwide from Global Brand Simplicity Index
  1. Aldi
  2. Google
  3. Lidl
  4. Netflix
  5. McDonald's
  6. Burger King
  7. Ikea
  8. YouTube
  9. eBay
  10. KFC
Times are a changing as fast food chains McDonald’s, Burger King, and KFC also made the top 10, appealing to a wide range of consumers they no longer make the top of the list.  Success does leave clues and both Aldi and Lidl have leveraged those retail food clues to create a brand advantage.  
Aldi and Lidl Photo: AlamElizabeth Anderson

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