Aldi announces new business strategy
Aldi Australia has announced a new business strategy labelled “Good Different”.
The “Good Different” strategy will see Aldi promise “to maintain pressure on the competition” and focus on the differences in its stores that set it apart from traditional supermarkets.
Aldi says the “Good Different” strategy will underpin all aspects of its business including product sourcing, supplier relationships and customer experiences.
The announcement comes at a time Aldi has nearly managed to secure 10 per cent of Australia’s supermarket spend. Aldi is also currently investing millions in new store formats and expanding into South Australia and Western Australia for the first time.
Tom Daunt, Chief Executive Officer of Aldi Australia, said after 16 years of operation in Australia, it was time to tell consumers why Aldi will continue to do things differently from traditional supermarkets.
“Aldi Australia is unapologetically different – and that’s a good thing for shoppers,” he said.
“We are proud of our differences and we stand by them wholeheartedly, as they are what allows us to bring unbeatable value to our customers, maintain strong relationships with our suppliers and support our staff every day,” he stated.
Low pricing here to stay
Despite introducing its “Good Different” strategy, Aldi maintains that its fundamental point of difference will continue to be low prices.
In 2016, Aldi reduced prices on almost half of its every day grocery range.
“While other supermarkets might offer temporary markdowns and promotional pricing, Aldi’s unique promise of permanently low prices save shoppers both time and money,” Daunt said.
Aldi encroaches on SA and WA
In announcing its new strategy, Aldi said that since its 2016 expansion into South Australia and Western Australia 30.7 per cent of South Australians have already visited one of its stores. Approximately 28 per cent of Western Australian’s have been to a Aldi store.
Aldi says it now has a 4.2 per cent SA market share and a 3.1 per cent WA market share.
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