“But Aldi was different because the experience was in store, but not anymore. They’re becoming more of the same.”
Marketing and university lecturer Malcolm Auld says Aldi should limit online special sales to 24 hours to preserve its ‘different’ tag.Source:News Limited
If Aldi wanted to remain different but sell online, it needed to restrict access to its online weekly specials, marketing expert Malcolm Auld said.
He said selling online would broaden its revenue stream but it ran the risk of melding with Amazon, Kogan, eBay and Catch.
“They do own these wonderful sale days and whether it is FOMO or bloody good deals, who knows, but you know how costly it is to go skiing, so if you can get one of their specials online or in store, you are going to buy it,” Mr Auld said.
“You could argue that people looking for the cheapest product will shop between Kogan, Catch, Amazon and eBay and if Aldi is smart they would offer up a one day only online sale.”
However, selling specials online was not the only way Aldi was losing its point of difference to Coles and Woolworths, Professor Mortimer said.
Aldi is about to trial self-service check-outs, in another move that challenges its uniqueness.
“They had a gold coin for a trolley, no loyalty points, no self-service check-out and no online sales and that made them different but as you start to introduce things that everyone else is doing, you are kind of the same,” he said.
“Everyone can emulate low price. Coles and Woolworths’ private label products and Aldi’s private labels are essentially the same, but the shopping at Aldi is a different shopping experience.
Aldi says selling online has been a success and allows them to offer bulky products, such as mattresses and fridges.Source:Supplied
“The changes are a potential risk for Aldi, who may still be good with price but may no longer be perceived to be different.”
An Aldi Australia spokesman said its move online had been a “great success”.
“We are pleased to be able to provide our customers with an alternative way to shop (for) bulky products, including fridges, mattresses and tool chests, while also looking into expanding the offering to include high value and every day special buys,” the spokesman said.
“Positive customer feedback on our initial online offer is encouraging and reaffirming our plans to expand our offering over time.”