Does the Aldi model still work? The once so successful discounter struggles to keep up with its competition.
- Aldi partially changes its branches
- Customers rely more on sustainability than on cheap products
- Experts criticize new concept
Essen - To be cheaper than the conventional supermarkets was considered the long-standing secret recipe of Aldi , inventor of the discounter model, but "In the past few years it has become clear that the concept no longer works," said the managing director of the trade research institute EHI, Michael Gerling , The problem: customers have become more demanding. After the Second World War, Karl Albrecht, born in Essen on February 20, 1920, and his brother Theo * went into the parental grocery store and jointly founded the food discounter Aldi * (Albrecht Discount), which easily managed it for the large supermarkets To reach water.
Aldi: Prices were the big success factor
Feel-good atmosphere, branded products and attractively presented products were unsuccessfully sought by customers. Instead, there was cold neon light and groceries sold in boxes stacked on pallets at Aldi *. But that was exactly the success factor. Unbeatably priced products made the discounter world famous and competitive.
Changes at Aldi - experts with criticism
But society has changed in the past 50 years. The consumer has long been cheap from the main thing. In times of climate change and Greta Thunberg, sustainability, plastic avoidance and organic play an increasingly important role. Consumers are now demanding "in addition to acceptable prices, a pleasant shopping atmosphere and an attractive range of ecologically sustainable products", as GfK trade expert Robert Kecskes explains. In addition, customers want to be as comfortable as possible and be able to do everything in one place.
Aldi: This is how the branches of the discounter are changing
As a result, Edeka, Rewe and Co. took market shares from the discounters with their much larger range last year, as a market study by GfK shows. The findings do not leave Aldi without a trace: the company acts. "We reinterpret the discount, rely on a more appealing ambience and a larger selection. But we do it carefully and remain true to our principles, ”emphasizes Aldi Süd spokesman Peter Wübben. Meanwhile, Aldi is relying on larger and more modern branches in which customers feel comfortable with a wide selection of fresh fruit and vegetables as well as baked goods and branded products.
Experts criticizing the new Aldi concept
However, the new strategy is also receiving harsh criticism: "In the past few years, Aldi has developed more and more into a normal supermarket," said the former Aldi manager and discount expert Dieter Brandes, who upgraded the Aldi branches * and considers the substantial increase in the range of goods to be a mistake. Due to the higher costs , the discounter loses its competitive advantage and its profile. EHI expert Gerling also sees the problem. Due to the changes, the cost advantage compared to the large supermarkets has shrunk significantly. Nevertheless, the low-cost provider can ultimately not keep up with the variety of offers in the supermarkets. "There is the question of whether it is not a risky path what Aldi is doing there."
Aldi Süd sees no alternative - and justifies changes
However, there is no alternative to this route, says Aldi Süd. “Hard discount, as was common 30 years ago, no longer works today. We had to develop further, otherwise we would have left the field to the competition, ”says Wübben. "But with our new concepts, we are strongly accommodating the consumer trend - and we can already feel that it works."
Aldi is also on the move in social networks. Aldi recently joked with his customers on Facebook, but not everyone thought it was funny.
The discounter also supports startups that are committed to social projects. Part of the big Aldi change.
mf with dpa
* Merkur.de is part of the nationwide Ippen-Digital editors network.