Aldi Süd investigated by 'Marktcheck'
Neon lights, stacked boxes and fewer items in the assortment: this is how many people know Aldi Süd. Cheap, but not very inviting. But that is now a thing of the past. The shops are becoming more attractive and more and more brand products are being introduced. Aldi Süd, the giant discounter in the southwest, is reinventing itself: refuelling at Aldi. This will become a reality at several selected locations -including Stuttgart- in December. Even with a car- sharing offer and an elegant bistro area, Aldi Süd wants to score among its consumers.
And why all this? So that the customers spend more money at the discounter. But is it worthwhile for the customers? Aldi Süd still advertises as offering good quality for little money. Is this promise still correct?
"Marktcheck" has put the discounter under a microscope. As SWR reported yesterday evening in its broadcast, Aldi occupies the first place in gross sales among discounters. Click here for the show.
With its new design and extensive range of services, the discounter wants to win over customers. The price/performance ratio is about average, but compared to the competition Aldi is not cheaper. The quality of the products is generally good, but in the fruit and vegetables’ assortment there is certainly room for improvement.
Publication date: 11/30/2017
Author: Gerben Daalmans
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