Aldi recently added the “Aldi Savers” symbol to its weekly ad and instore as well. So why would a discounter that already offers very low prices decide to add to its otherwise straightforward merchandising tactics?

We suspect Aldi’s analysts are looking at the numbers and seeing that they can use these symbols to boost sales. Bill Bolton offered up that Jewel Food Stores discovered years ago that developing and consistently branding a symbol like this generates sales that are 2 to 3 times higher than simply listing the price.

Aldi has already established a similar symbol with Aldi Finds that draws attention to seasonal deals and home goods that are available for only a short period of time, and per Aldi “will leave you delighted, surprised, and most important – with change to spare.”

Bill Bolton ventured that Aldi may even add a new symbol for “the hottest” food products on sale. This would give them three symbols they can use to boost sales:

• Aldi Savers “Savings on Savings on Savings” – among the lowest of low prices on private label Specially Selected, private label Simply Natural, and national brands (like Kraft/Heinz Lunchables)

• Aldi Finds “Unexpected items at amazing prices. Get them while they last.” Seasonal time limited products, primarily for home goods, apparel and select grocery items.

• Aldi Hottest Products – “Best price on products that are on trend” This would allow them to leverage the power of “…est” i.e. a phrase we know from experience works.

BMC POV

The arrival of Aldi Savers show that Aldi continues to push the envelope of merchandising grocery products – and it's just one more reason why grocery retailers need to better understand what Aldi is doing and why.

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