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Aldi is testing new delivery methods
Aldi goes a step further
Aldi intends to abandon paper leaflets. However, the discounter is going further: it plans to completely withdraw from printed brochures. However, it needs time for a test phase to see how customers will react to it, reports – focus.de.
Rewe has decided to completely abandon advertising brochures in the summer of 2023. The protest from consumers was huge. The supermarket chain scared away some of its customers. As market research showed, Lidl and Aldi benefited primarily from this.
However, in the spring of 2024, Rewe reported positive effects. After about half a year without a paper brochure, sales began to improve.
– All fears that we would lose the business have not been confirmed – argued Peter Maly, a member of the company's management board, in the media.
As he explained, this contributed to saving over PLN 73,000. tons of paper, reduction of CO₂ emissions by 70 thousand tons and water consumption of 1.1 million tons.
Digital advertising and branch digitization
Aldi has been taking steps towards sustainable development for several years. At over 30 pages, the discounter's brochures are almost twice as large as those of other retailers. The potential for savings is therefore probably greater, says hna.de.
The test launch is initially for Aldi Süd and is "time and regionally limited," according to the company. This is intended to test "the use of new forms of advertising communication." Aldi recently published its offers via WhatsApp. Aldi Nord also uses this method from time to time.
If a consumer wants to learn more about an offer, the only option other than word of mouth is digital advertising.
“In line with the principle of maximum simplicity, customers should be able to easily explore Aldi's offer using the channels that are most relevant to them,” explains Aldi.
Tests for phasing out paper brochures are scheduled to begin on August 19. Recently, the interiors of numerous discount chain branches have been digitized.
