ALDI: Digital Strategy
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ALDI is a grocery store chain that began in 1976 with 1 store and now has over 1,500 stores across 33 states. They aim to provide a no-nonsense efficient shopping experience at low prices. Their digital strategy proposes utilizing geolocation through a mobile app to send customers weekly deals when near a store through an "ALDIspotter" feature. This would target price-conscious shoppers aged 25-55. Key metrics to track include notification open rates and clicks. The budget would cover developing ALDIspotter and promoting it through advertising and SEO with an eventual nationwide rollout.
ALDI: Digital Strategy
- 1. Digital Strategy Ani Mayasandra NMDL Spring 2016
- 2. • First US store in Iowa, 1976 • Now more than 1,500 stores in 33 states • HQ in Batavia, IL • Committed to a no-nonsense, efficient shopping experience ALDI Company Background
- 3. ALDI Digital Media SWOT Analysis Strengths - Present and active on social media, posting daily on multiple channels - Website and app are kept up to date with latest offers Weaknesses - No corporate mascot; users speaking directly with corporate entity - Still a small player in grocery market; low market share Threats - Other grocers picking up on digital trends Opportunities - Customers are increasingly involved in using mobile & web for grocery shopping; can be leveraged - Mobile App can be redesigned
- 4. • Serves as a hub for coupons and various deals • Also a home for recipes and other content • Extremely responsive, optimized for either web or mobile view ALDI Website Overview
- 5. • Want to be the cheapest, most high quality grocery retailer available • Positioned as a no-nonsense, efficient shopping experience • Great for those “in a rush” • “Double-back” guarantee • Customers given a refund and replaces product ALDI Unique Selling Proposition
- 6. • To draw undecided shoppers to ALDI stores; an “ALDIspotter” • Utilizing mobile, can use geolocation & push notifications to send weekly coupon and/or ”reminders” when customers are near ALDI stores • Sign ups through app and email • Integrate, not intrude, into shoppers routines ALDI Big Idea
- 7. • Homemakers and primary grocery shoppers and cooks of their households • 25-55; shoppers who adapt to shifting consumer landscapes (open to new experiences) • Price-sensitive shoppers, those looking for the most “bang for their buck” ALDI Target Market
- 8. • Can measure: • Open rate of ”ALDIspotter” push notification • Bounce rate of ALDIspotter • CTR to mobile app & website • Social Media • Tracking impressions, engagement, likes, followers, shares ALDI Key Performance Indicators (KPIs)
- 9. • Geolocation and design of ALDIspotter are inexpensive, can be added as an update to the app • Done by Advertising Agency • Implementation of ALDIspotter is also inexpensive, we can pay for sponsored posts and SEO to promote the “big push” ALDI Budget
- 10. 1. Budget for the ALDIspotter 2. Collect sampling data from users in test market 3. Plan/ reallocate promotional budget for nationwide launch 4. Promote Improved User Experience (both in-app and in-store) 5. Increased market share ALDI Plan of Action