Saturday 28 January 2023

Aldi Buses In Customers From Rival Stores

Aldi has marked being crowned “Britain’s Cheapest Supermarket” for the second year running by laying on free bus rides to one of its stores from rival retailers in the area.

The stunt by the discounter featured bus stops placed outside Tesco, Sainsbury’s and Asda stores in Aylesbury, Bucks, with a Routemaster double-decker bus picking up shoppers and delivering them to the nearby Aldi.

Aldi quoted one Tesco shopper saying: “How funny! This has really made my day.”

Julie Ashfield, the retailer’s Managing Director of Buying, commented: “We’re so proud to have been named the UK’s cheapest supermarket for the second year running, we wanted to share the good news with customers and what better way than by giving shoppers a free ride to come and experience the lowest prices for themselves!”

Analysis released earlier this month by consumer watchdog Which? showed Aldi had narrowly beaten its main rival Lidl to be named the cheapest UK supermarket over the last 12 months. Aldi was the cheapest supermarket for seven consecutive months from June to December, while Lidl was the cheapest from January to May.

The results for the final month of the year in December showed a basket of 48 groceries on average was £81.63 at Aldi – £11.79 cheaper than Tesco and £14.08 cheaper than Sainsbury’s.

NamNews Implications:
  • An innovative use of Retail Media?
    {i.e. 'Grabbing' potential ready-to-buy potential customers 'in-the-aisle' and offering them a Route to a better deal, conveniently?

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