Aldi Launches One-Week EDLP Challenge

July 20, 2010

This week Aldi dares consumers to shop at its stores for one week and compare the cart-to-cart savings to their typical weekly shopping bill.

Joan Kavanaugh

A family of four can save approximately $1,996.80 annually compared to traditional supermarkets’ store brands, or $998.40 compared to big box store brands, Aldi said in a statement.

“Everything we do is designed with one goal in mind – to help our customers stretch their grocery dollars,” said Joan Kavanaugh, vice president of corporate purchasing for Batavia, Ill.-based Aldi. “Competitors may offer specials or sales on an item here or there, but cart-to-cart, no one matches the quality and value Aldi offers everyday.”

Aldi prices are typically 30 to 40 percent less than store brands at traditional supermarkets and 15 to 20 percent less than big box store brands, according to Aldi, which based the annualized savings on the 2009 Consumer Reports monthly grocery shopping bill of $416 for a family of four.

Aldi said it delivers every day low prices due to its streamlined, efficient business approach that eliminates hidden costs (such as in-store banking, pharmacies, bagging clerks, check cashing, photo processing) or other non-essential grocery store services.

“We know that anyone who shops Aldi will save money, but there’s nothing like seeing those receipts for yourself and feeling the satisfaction of having more money left in your pocket,” said Kavanaugh.

SBD Views: This is a solid strategic marketing move and we’re frankly surprised Aldi hasn’t utilized it until now. In the ‘80s and ‘90s, Walmart built its business by focusing on its ability to deliver on a compelling EDLP promise. –– John Failla for Store Brands Decisions.

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Keywords: aldi, business, companies, food and beverage, industry, limited assortment, markets, private label promotions, store brand promotions

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