Aldi is changing its pricing strategy and relies more on special offers now also available in brand-name items.
Update from the 01. February 2019, 15.25: Actually, there are only two special offers more: Aldi sold as of Monday temporarily the 1.25-Liter bottle of Coca-Cola from its duration range for the 79 instead of 99 cents and the 250-gram pack of Kerry gold Butter for 1.69 euros instead of 2.39 euros. But what looks at first glance commonplace, could trigger an earthquake in the German food trade and the consumers have far-reaching consequences. Because the inventor of the Discounts amount to a change to its pricing strategy.
Aldi changes the price strategy and provides for earthquakes in the food trade
"For Aldi, this is a complete change of direction. The Discounter has previously always placed on permanent low prices. There were no special deals for the brand-name items that were permanently in the Offering," said the trade expert Matthias Queck of Retailytics, the analysts group, the "Lebensmittel Zeitung". The reason for the restraint: Aldi wanted to leave no room for doubt that the normal price is already cheap.
But there was a Problem. "Compared to the competition offered was the Aldi-duration of price last more and more unattractive," said Queck. Finally, the competition - whether it's Lidl, Rewe or Edeka undercut - with your special the shelf again and again prices of Aldi and sowed doubt on the price image of the discounter.
in Order to survive in this price competition, Aldi remains in the end is probably nothing else left, as well as special offers, Queck convinced. After all, just sold at the well-known brands, a large part in the Wake of budget cuts-actions.
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initial message: Aldi changes the price strategy of radical and is to delight customers
Essen/Mülheim - Aldi is changing its pricing strategy and relies more on special offers. The Discounter announced on Friday that he will from this Monday, as the competition has been doing for a long time - regularly branded items from its duration to offer the assortment at a special price. Previously, the "Lebensmittel Zeitung had reported" about it.
Aldi had been set in the case of brand articles on a permanent low-price strategy, and on budget cuts actions omitted. However, this strategy proved to be the least problematic. "Compared to the competition offered was the Aldi-duration of price last more and more unattractive," said the trade expert Matthias Queck of Retailytics, the analysts group of the "food newspaper" the development. Therefore, Aldi has remained in the end nothing else left, "as well as special offers to introduce".
also read: bargain hunting at Aldi, the customer reveals a secret trick
From next week: Aldi puts Kerry gold, and Coca-Cola to special offer
In the first step of the discounters, Coca-Cola and Kerry gold for a special price. However, it should not stick to it. Aldi Süd has announced that it will in the future, "every week" selected brand items from the standard range to a lower offer price. Also Aldi Nord has promised to continue the action.
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dpa
Date Of Update: 03 February 2019, 00:04
