OPERATIONS
Aldi’s store expansion is paying off
Deep-discount grocer Aldi is winning over customers as it continues to grow at a torrid pace.
The company’s new stores are motivating new shoppers to try Aldi — 40% of first-time shoppers cited they wanted to experience a new store, according to a study by IRI. The report, the second in a series of IRI Market Shift Studies, analyzes the expansion impact of Aldi, which has plans to add more than 900 stores in the United States for a total of 2,500 locations by 2022, and what it means for retailers’ local markets.
Once a shopper buys at Aldi, customer satisfaction and repeat buying rates are high, the study revealed. Eighty percent of shoppers say they are extremely or very satisfied with their experience and 84% claiming they will definitely shop at Aldi again.
Aldi is also winning over millennials. The chain’s focus on value and convenience, as well as its increasing emphasis on organic and healthier products, has enabled it to capture more share of wallet from millennial shoppers than any other shopper segment, according to IRI.
“With this in-depth analysis on ALDI and its plans to become the third-largest grocery store by count in the United States, retailers and manufacturers have the opportunity to effectively meet new challenges with a better understanding of where the greatest risks are and how shoppers are thinking about their new choices.” said Fernando Salido, executive VP of shopper analytics, consumer & shopper Marketing for IRI.
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