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.


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.

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