ALDI is a leading global discount supermarket with over 10,000 stores in 18 countries–only 800 of those stores are in the United States. The store’s products are almost all name-brand products, there are no shelves, workers are minimized, shoppers must pay for bags if they choose to use them, shopping carts cost a quarter, and the entire store follows a single path from one aisle to another until the shopper reaches the checkout— which doesn’t have a clerk to bag items.
Primarily Caucasian (113 index) middle and lower income earners ($40k-$80k), often older parents (45-64) who have a limited dual income to spend.
Suburban and rural families. Not concerned with product range or after sale service. Customers want quality products at a cheaper price. They don’t need the well know advertised brands. Customers are ‘pantry stockers’ (21+ items at a time).
ALDI is a no-nonsense ergonomic grocery store that knows that shopping is just another errand, not an excursion.
Unconventional store layout; lack of recognizable brands.
ALDI is the perfect grocery store for a parent running weekend errands with little time to waste.
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