Digital StrategyAni Mayasandra

NMDL Spring 2016

• First US store in Iowa, 1976• Now more than 1,500 stores in 33 states

• HQ in Batavia, IL• Committed to a no-nonsense, efficient shopping experience

ALDI Company Background

ALDI Digital Media SWOT Analysis

Strengths

- Present and active on social media, posting daily on multiple channels

- Website and app are kept up to date with latest offers

Weaknesses

- No corporate mascot; users speaking directly with corporate entity

- Still a small player in grocery market; low market share

Threats

- Other grocers picking up on digital trends

Opportunities

- Customers are increasingly involved in using mobile & web for grocery shopping; can be leveraged

- Mobile App can be redesigned

• Serves as a hub for coupons and various deals• Also a home for recipes and other content

• Extremely responsive, optimized for either web or mobile view

ALDI Website Overview

• Want to be the cheapest, most high quality grocery retailer available• Positioned as a no-nonsense,

efficient shopping experience• Great for those “in a rush”

• “Double-back” guarantee• Customers given a refund and

replaces product

ALDI Unique Selling Proposition

• To draw undecided shoppers to ALDI stores; an “ALDIspotter”• Utilizing mobile, can use geolocation & push notifications to

send weekly coupon and/or ”reminders” when customers are near ALDI stores• Sign ups through app and email• Integrate, not intrude, into shoppers routines

ALDI Big Idea

• Homemakers and primary grocery shoppers and cooks of their households• 25-55; shoppers who adapt to shifting consumer landscapes (open

to new experiences)• Price-sensitive shoppers, those looking for the most “bang for their

buck”

ALDI Target Market

• Can measure: • Open rate of ”ALDIspotter” push notification• Bounce rate of ALDIspotter• CTR to mobile app & website• Social Media

• Tracking impressions, engagement, likes, followers, shares

ALDI Key Performance Indicators (KPIs)

• Geolocation and design of ALDIspotter are inexpensive, can be added as an update to the app• Done by Advertising Agency

• Implementation of ALDIspotter is also inexpensive, we can pay for sponsored posts and SEO to promote the “big push”

ALDI Budget

1. Budget for the ALDIspotter2. Collect sampling data from users in test market3. Plan/ reallocate promotional budget for nationwide

launch4. Promote Improved User Experience (both in-app and

in-store)5. Increased market share

ALDI Plan of Action