Customer Monitor:
ALDI Nord is Germany's Number One Discounter

ALDI Nord is the customers' favorite: The customer monitor Germany has evaluated 17 industries. The result: ALDI Nord does not only have the best price-performance-ratio but it is also the discounter, customers say, they would be most likely to recommend to a friend.

The best quality for the lowest price. This is the result of the newest survey of the customer monitor Germany in 2017. "A great success, that we'd like to say 'thank you' for," says Kay Rüschoff, manager for marketing at the ALDI Einkauf GmbH & Co. oHG. "We are excited that the many changes at ALDI Nord have been positively received by our customers."

These good results in the survey are mostly due to a strategy of modernization, which ALDI Nord has been following for three years: New, modernized stores, a larger product range, numerous organic products, attractive sales and more freshness, have brought the discounter back to the top. "In the first six months of 2017, we are looking at a growth of almost five percent. This shows that we are on the right track and our customers are comfortable with us," says Rüschoff.

The customer monitor of the ServiceBarometerAG has been analyzing different industries in terms of customer satisfaction for over 20 years. This scientific research is globally recognized and is known as a reputable data query. "Our results are based on an extensive benchmarking-database since 1992, and a continuous development of our profound research methods," says Matthias Metje, chairman of the ServiceBarometer AG. Long-term trends are of special interest for the market researchers. "When looking at our data, one can clearly see how ALDI Nord has developed very positively from the point of view of the customers in the last three years," says Metje.

For this year's study in the sector "Grocery Stores", they conducted 6,378 interviews with consumers on the topics of customer loyalty, prices, competitive edge and friendliness. ALDI Nord was able to score in many categories, such as the recommendation intentions. In terms of price-performance ratio, ALDI Nord is number one of the whole food retailing sector.

The analysis of the customer monitor in Germany and the very good growth in profit this year are confirming the success of ALDI Nord's strategy once again. Extending the product range and renovating the stores is part of the value system of this corporate group: simple, responsible, reliable. "Over the last few weeks we have seen a number of advertisements claiming to be the price leader and they caused quite a big stir," says Florian Scholbeck, manager of communications at ALDI Einkauf GmbH & Co. oHG. But many customers are not to be impressed anymore with gimmicky snapshots, comparing apples and oranges, which is just one of the many reasons they cannot keep up with the profound scientific methods of the customer monitor. "We would rather rely on our growing profit and the results of independent, renowned surveys, which document our positive development of ALDI Nord by asking our customers," says Scholbeck. This foot voting in the areas of price and quality is the best sign of appreciation and motivation to keep going this way.

Source: Aldi Nord

Publication date: 9/19/2017


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