How Aldi marketed its way to the winning discount position

Jamie Peate

This article looks at how retailer Aldi positioned itself as the 'best-value' supermarket in the UK after the financial crash of 2008 significantly changed consumer behaviours.

How Aldi marketed its way to the winning discount position

Jamie PeateMcCann Manchester

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...

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