It has been in the UK for a quarter of a century and enjoyed steady growth for the majority of those years until the late noughties when the recession led to a revolution in the UK supermarket sector. Its low prices, focussed merchandising strategy and innovative sale tactics began to appeal to a chunk of shoppers that might have previously eschewed the brand. Sales rocketed.
Having firmly established the Aldi brand in the minds of British shoppers, the retailer is now trying to ensure it has a permanent place in their hearts by emphasising its Britishness. In a fascinating interview, UK marketing director Adam Zavalis explains how this German-owned company plans to celebrate its place in British society. Using its sponsorship of Team GB – it is the first official supermarket partner of the British Olympic team – it will tell the story of why it is a “a true supporter of the British economy” by championing its suppliers as well as the athletes.
It is one example of how the brand is maturing. One of the reasons for its recent success is the fragmentation in the British supermarket sector that has seen savvy consumers shopping around for bargains. Perhaps wary of what has helped its recent success ultimately hindering, Zavalis explains how the brand will begin to “tell a broader message that you can do a full shop at Aldi, not just your one-off items”.
Aldi’s is a story of a trailblazing disrupter looking to build on what made it strong but innovating to push its brand to the next stage.
Our two-day Festival of Marketing in November will showcase many more inspiring tales of innovation, creativity and smart thinking. Featuring some of the biggest names from the some of the biggest brands, innovative individuals from the next generation of disrupters and household names, the festival’s objective is simple: send those attending back to their offices with practical nuggets, contacts and yes, inspiration to help them do their jobs better.
You can find out more about the Festival of Marketing – stages, themes and speakers – and buy tickets at www.festivalofmarketing.com.