ALDI Food Markets is a major grocery retailer that continues to expand its U.S. reach, now offering its unique everyday-low-price shopping model to customers in over 1,000 stores nationwide.
Situation
Solution
Results
ALDI was poised for significant growth, yet was concerned it was not reaching enough new shoppers, as same-store sales in mature markets were lagging. Weekly print circulars were still being used as its sole marketing medium, which research supports is primarily effective in reaching a store’s own shoppers, but has less value against converting other stores’ customers. However, ALDI’s available advertising spending was limited for expensive broadcast options.
Goals included: develop and execute an affordable media test in key markets that could produce quantifiable results and energize the organization.