New concept at Aldi Nord - third attempt for the discounter

Created: 04/29/2022, 18:53

By: Fee Halberstadt

The discounter Aldi Nord is aiming for a new concept.

© Martin Wagner/imago

The discounter Aldi Nord would like to spice up its losses in market share.

That's why he tried a new concept in a third attempt.

Kassel – The Aldi group of companies is one of the leading discounter markets.

In 2020, the group had net sales of almost 27.4 billion euros, as the Lebensmittelzeitung (LZ) calculated based on information from the company.

But the business is not developing as Aldi would like.

There is still a need for expansion at Aldi Nord in particular: "Aldi realizes that the previous concept is not enough to meet its own requirements," according to the LZ.

The group is therefore aiming for another general overhaul.

Aldi Nord last invested more than 800 million euros in 2018 to improve their appearance for customers, as the LZ writes.

The so-called Anniko format is Aldi Nord's interior concept and has been implemented in 2,200 stores.

The expectations that this concept was supposed to bring with it have not yet been fulfilled.

On the contrary: The group even lost about one percent of its market share, which is evident from market research figures available to the LZ.

Other new formats have also been used at Aldi Nord to win over consumers.

For example, in Utrecht there is a completely digital branch that no longer requires staff.

In addition to the layout, the logistics are also changing: New concept at Aldi Nord

At the competing discounter Lidl, the fresh fruit and vegetable products have been in the entrance area for some time.

The sister group Aldi Süd is also structured in this way.

This is also changing at Aldi Nord, because here too the fruit and vegetables should be with ample space right at the entrance.

In the middle an island with the special offers of the products.

Since the fresh assortment of the grocery store is a key success factor, it should be used even more.

In addition, chilled fresh products such as snacks and drinks should also be directly visible to customers.

You will also come to the first area of ​​the store.

The new concepts are already being tested in the Werl, Radevormwald, Hannoversch Münden, Nortorf and Sievershausen regions.

These are mainly new markets.

In addition, Aldi Nord not only wants to change the layout of the shops.

The group also wants to improve its logistics in order to be able to better embody its slogan: "Fresh selection meets cheap".

The aim is to lose less time and thus freshness.

When asked by the LZ, Aldi did not answer exactly how the logistics concept was changed.

It therefore remains to be seen whether the freshness of the products will improve as intended.

(Fee Halberstadt)