This article originally appeared on The Shout, written by Andy Young.
German supermarket giant Aldi is continuing its push across Australia with the launch of a new ‘Good Different’ campaign nationwide.
Aldi is hopeful that the new campaign will help attract more customers to its stores, with Aldi Australia CEO Tom Daunt saying it highlights that the chain is not like other supermarkets.
“Good Different is a new, better way to describe to our customers how we do things. We are not like other supermarkets,” Daunt said.
The campaign comes as Aldi revealed it has continued to reduce prices in the first quarter of the year and has spent an annualised $75 million on reducing prices.
“There is a lot of noise around price at the moment and a lot of that noise tends to be dictated by the activities of the major supermarket players and what they do. The reality for us is we have been pursuing a long-term strategy of growing consistently and sustainably,” Daunt said.
“So it doesn’t really matter in the market how noisy it gets around price, we continue to steadily and incrementally grow and will pass those benefits back to our customers in ever increasing value.”
Although Daunt admitted that Aldi’s $75 million investment does not sound as impressive as the hundreds of millions that Woolworths and Coles have put into cutting their prices, he said that given the size of Aldi and its low price starting point, its discounts are significant.
“Last year in 2016, we reduced prices on almost half of the products in our core range. That’s over 600 core range items. Some products were reduced by over 30 per cent.”
He added that Aldi has and always will be the price leader, saying, “This is our core competitive advantage and that is something we can’t give up.”
As Aldi continues its expansion program, particularly in South Australia and Western Australia, Daunt said he was confident that the supermarket would once again see double-digit sales growth for this year, adding to the 12 per cent sales growth it achieved in 2016.
A new Roy Morgan poll has revealed that Aldi’s share of Australia’s $90 billion supermarket budget continues to increase market share. Meanwhile, Roy Morgan says Coles is steady and both Woolworths and IGA have declined.
The latest Supermarket Currency report from Roy Morgan Research showed Australia’s grocery buyers spent $90.3 billion at supermarkets during the 12 months to March 2017. Aldi claimed $11.9 billion of grocery retail expenditure during the year, extending its lead on IGA, which fell to $8.4 billion.