Aldi: Creating retail-traffic through intelligent GPS data customer mapping

Aldi, a supermarket chain, developed geo-targeted digital flyers that targeted shoppers based on their location, reducing spend without affecting the brand's sales in Denmark.

Campaign details

Brand: AldiAdvertiser: AldiAgency: Havas DenmarkCountry: Denmark

Campaign Summary

In Denmark, the distribution of flyers was poised to be taken over by one single company, creating a monopolistic situation that would inevitably translate itself into a steep price increase, calculations put the increase at 40%.

Seeing that flyer distribution was a massive operation in which Aldi was ''carpet flyering'' (dropping a flyer in every household in any given neighborhood) in every city where there was an Aldi Supermaket without any regard to targeting, the 40% increase would not be sustainable.

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