How Aldi marketed its way to the winning discount position
Bargain hunting impacted hugely on retailers post-2008 global financial crash and has remained a consumer trait since. Supermarket chain Aldi has shown how discounters can exploit this through a 'best-value' marketing strategy.
Marketing Retail
This article is part of a collection of articles on marketing retail. Read more.
The UK grocery sector is one of the most developed and competitive in the world. Worth in excess of £177 billion in 2015, it is dominated by the 'Big Four' multiple retailers (Tesco, Sainsbury's, Asda...