Aldi counts to the top discounters in Germany. But the company has have to give more and more market share to Lidl, Penny and other competitors in the past. That should change. By 2019, customers want their Aldi not recognize.
With a major offensive Aldi fighting for its market power. In the next three years, all branches of the Group are to be rebuilt. “We are also planning 200 new stores in the Aldi South territory,” reads from headquarters.
In addition to more branded products Aldi promises a new shopping experience with new services and products. Several years we have tested our stores, customers interviewed and filed on the sales concept.
The first “Branch of the Future” opened in the next few days in Munich. FOCUS Online was allowed to test the branch beforehand.
What awaits the customers in the new Aldi store?
The sales areas appear brighter, nobler and tidy. Wooden pallets find customers any more. Aldi is barely recognizable. There are higher shelves. Smaller customers have to stretch from then to reach the top shelf. Three floors will now have every shelf. Currently, there are only two.
The tiles on the floor are more noble, no longer act as rancid. Even with larger windows and many LED lamps shopping feeling is different. Gray, yellow, white dominates everywhere. The shopping starts with coffee, then leads to the breakfast area.
There is cereal, bread and jams. On maker customers can buy their bread Tell your fingertips. Next to it is an open refrigerator with snacks. It is filled with chilled soda bottles and cans of beer. In the bottom shelf there is prepared salads and sandwiches.
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Everywhere there shines
Directly behind followed by drinks. In it, the customer will now face much earlier in the store. The reason: "To date, the customer always had their purchases in the car reorder when they wanted to buy a six-pack of water," said Zehra Yildirim, the head of "Branch of the Future" project. Now the car is not crowded at this point. The change is a result of customer tests.
Those who often buys at Aldi, is looking at the new branch the price tags. You no longer depend on the customers minds, but placed on the shelves. "Digital Price ads are currently not an option for us," says Yildirim. That is still too expensive.
LED lights dominate everywhere. Hidden in the wine rack, the Prosecco bottle for under two euro is therefore more valuable.
Aldi will soon loose fruit and vegetables
In the back of the shop customers find what it is the fruit and vegetable counter. Passive: Goods located in baskets at eye level, basking in the bright green light. The bar is strongly reminiscent of a vegetable market.
"We are the future offer seasonal fruit and vegetables loose," says Yilidirim and displays on the eggplant. With the loose fruit and vegetables, the company will respond to the growing number of single households, they say. Overall, the Aldi market sees a more expensive supermarket more similar.
Coffee break on the bench
Lars Linscheid, managing director of Aldi Ebersberg, announces that Aldi Süd react on the aging society and have therefore created seating in the main area
in the field test shows:. A bank is directly behind the cash register, but somewhat hidden. It has room for two, maybe three of the new shopping experience fatigued customers. Next to it is a coffee machine. He spits latte macchiato, cappuccino and chai latte from. Cost point? 1 €.
Other branded products on the rise
In the new Aldi store also are more brand products to be found. In the next few weeks baby food and baby care are to make up especially in the field. Apparently is here Penates on the list. Which products will be exactly have soon at Aldi, Aldi reveals yet.
What is certain is that the discounters need the branded products. For years, Aldi maintained his strategy with the no-name goods laid. Aldi have in this area need to catch up and adapt to the trend, says GfK expert Wolfgang Adlwarth. The customer wants to quickly and cheaply shopping in a pleasant atmosphere. "He does not want runkrabbeln between ollen pallets today."
"Henceforth the whole territory of Aldi Süd"
"This type of store, customers will now be in the territory of Aldi Süd find, "says a spokeswoman for the group. The costs of the mega-tag, the company keeps covered. Figures on sales and development, there is not also.
Just as much comes from Aldi: "Customer needs have changed." What worked on the wooden pallet and the cardboard box 16 years ago with food, today is no longer relevant. "Customers are increasingly turning to quality," says Jeanette Thull, CEO in Central Purchasing. Therefore, Aldi wants to get away from the cheap image and evaluates the branches on.
enough that all?
It remains to be seen whether these changes are sufficient. The direct competitor Lidl is currently working on similar shopping concepts, communicates hardly as strong as Aldi.
Other supermarkets are experimenting long with technology innovations that make shopping faster and easier. Here Aldi draws first apparently not with
In the video:. Revolution on the supermarket shelf: Aldi accepts new branded products in the assortment
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