Sunday, June 21, 2020

Aldi partners Deliveroo in Urban Test

Driving new electricity into your brand with relevance today means adding incremental delivery options according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. There is no doubt that brand relevance is elevated in urban markets when delivery is added and more and more adding value in rural and suburban locations according to Johnson.
So, when Aldi UK, the British arm of the German supermarket discounter, has extended its trial of grocery home deliveries in partnership with Deliveroo to London. The increasing value of a grocerant attribute was sure to resonate with consumers. Delivery is an hallmark attribute of the grocerant niche for Gen Z, Millennials, and Baby Boomer’s.
Aldi, Britain's fifth largest supermarket group, launched an eight-store trial in central England last month, which it said has gone well. Focusing on consumer hot button touchpoints Aldi is focusing on discovery, service, technology, and price to drive incremental brand value, top line sales, and bottom-line profits.
An Aldi spokesperson stated “In the three weeks since we launched our partnership with Deliveroo, feedback from customers has been very positive," Grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared food is one key driver of the boom in demand for delivery according to Johnson.
Britain's big four supermarket groups led by market leader Tesco , then Sainsbury's, Asda and Morrisons - have been ramping-up their online delivery businesses to meet a boom in demand during the pandemic.
Data from industry researcher Nielsen shows UK online grocery demand up in recent months to 13% of the UK grocery market, from 7% preCOVID19.
In keeping with the fresh food fast hallmark of grocerant niche success Aldi noted orders will then be delivered to addresses within around two miles of the store in as little as 30 minutes. Are you looking a customer ahead? Aldi is.
Driving new electricity into a legacy brand with a partnership is a good move and will accelerate the marketing messaging for all companies involved according to Johnson. How is your company positioning to grow your brand, the top, and bottom line?
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, online ordering, delivery, plant based foods, sampling, toy’s, beer, developing brands,  grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.
All food and beverage retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food and beverages that are portable, fresh, with differentiation that is familiar not different.  Does your retail path forward look more like yesterday than tomorrow? Why?
For international corporate presentations, regional chain presentations, local educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert and public speaking will leave success clues for all. For more information visit, FoodserviceSolutions.US or call 1-253-759-7869

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