Aacs conference presentation european discounters

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Global C-Shopping, Local C-Shoppers
AACS Conference
August 2015

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The evolving offer of discounters in

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The discounters: a few myths.
1. Only appeal to ‘down-market’ shoppers? Aldi Australia attracts a higher % of shoppers
who say they are ‘financially secure’ than the Australia average.
2. The discounters don’t do food to go? Up to 15% of shoppers in UK discounters have
been on a ‘food to go’ mission, often buying a bread roll and sliced meats and creating
their own ‘food to go’?
Aldi and Lidl UK now offer pre-prepared sandwiches and have dedicated food-to-go
sections (selling individual bags of crisps/snacks and countlines eg confectionery
singles)

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Leading with fresh foods/flowers at front of store
Aldi Lidl

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Selling magazines/newspapers to drive footfall
Aldi – Entrance of store Lidl – In front of checkouts

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They focus on ‘quality’
More premium ranges messages – focused as
much on ethics & quality of products as price
A simple price message
Lidl v Tesco
Source: him! High St research 2014

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‘Premiumisation’ at Aldi

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Meat, deli and fish counters

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Vast range of FMCG brands
Aldi
Lidl

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Premium ranges of wine
Lidl

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In-store bakeries
Lidl

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Selling locally sourced fresh products
Lidl Aldi

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Meals for one, convenience solutions

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Contactless/Mobile payment systems
Aldi Lidl – Apple pay

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The Result?
46%
40%
30%
Discounters
Supermarkets
Convenience store
% who find shopping in the stores
‘enjoyable & stress-free’ No frills / easy to shop
policy (limited range)
Bursts of unusual product
Exciting WIGIG
promotions & products
Feel good factor -
everyone loves a bargain!
Source: him! High St research 2014

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