Christmas LIVE – Aldi shoppers’ journey to Christmas

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Synopsis

Business objective

For ten months of the year, Aldi had a winning formula. As Britain's fasted growing grocer it was famous for low prices on a curated range of everyday items, a strategy that delivered ever-growing numbers of loyal customers Yet, at Christmas, the most crucial trading time for grocers, everything changed: Aldi's greatest strength became its biggest weakness.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands