Aldi promotes its value-leading status

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Aldi promotes its value-leading status

By Dan Ochwat - 08/20/2020

A grocery trip to Aldi in Chicago found the retailer proudly sporting signage that called out its running status as a value leader for shoppers. The retailer recently celebrated 10 years running as the number one “Value Leader” among grocery retailers, according to U.S. shoppers surveyed in the Market Force Information Grocery Benchmark Study.

Signage touts eight years running (which I didn’t even notice until later, because when the numbers are that high who needs to update signage) and it includes the Market Force logo. It’s possible this signage has been up for awhile, and I didn’t notice on my previous shopping trips (especially for the Elevation breakfast and granola bars, a winner in the 2020 Editors’ Picks), but I think it's newly placed because it really stops you when you first enter the store. Also, the signage is in pristine condition.

Regardless, the importance of the signage is its an example of how much Aldi does stress its value advantage to its shoppers and how proud they are. On the side of an endcap, an aisle sign even presents a bar graph showing Aldi’s large response rate compared to Walmart and Kroger.

The Market Force study this year also recognized Aldi as having the “most preferred” private brands among the U.S. shoppers surveyed.

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