The Aldi Expansion Sees Value Added to the Brand's US Locations

By: Rebecca Byers - Dec 17, 2015
References: & wsj
With the Aldi expansion in the United States in full-swing, the German discount grocery retailer is giving its stores an overhaul to entice a new type of customer.

While it may seem like an upleveled store experience would mean increased operating costs, Aldi seemingly invests in the right areas by making the overall store experience more attractive, and therefore enticing new customers. Notably, this allows the brand to reinvent the experience of its shoppers without changing its everyday low pricing strategy.

A longstanding champion of the everyday low pricing (EDLP) strategy, Aldi keeps overhead low by using shelf-ready packaging that is wheeled into its rightful place rather than needing to be unpacked by hand, as well as keeping staffing low and designing stores so that they are easy to stock.