Aldi’s Email Marketing Targets the Price-Sensitive Grocery Shopper
Aldi, a global grocery chain of over 10,000 stores, highlights cut-rate specials in its email marketing.
Mailer Name: Aldi
Date Emailed: June 21, 2017
Based in Germany, the supermarket chain recently committed to spend up to $5 billion to expand its presence in the U.S. In a few years, it is expected to rank third in operated stores, behind Wal-Mart and Kroger.
How does it differentiate itself in an often-cutthroat marketplace? While many supermarkets emphasize quality, selection, or convenience, Aldi focuses on price to drive customer traffic.
Dropping a few weeks before Independence Day, this email’s subject line announces “Get Party Favorites for Less!” The pre-header restates the point: “Celebrate with big savings at ALDI.”
Appropriately for July 4th, the top block shows the store's featured products, red raspberries and blueberries, against a white background. “Save on fresh summer favorites” the headline says, above a button that clicks through to a wider selection of produce.
Additional blocks follow, highlighting “great prices on meat,” a “red hot special” price on a patriotic t-shirt, and more. Each item is shown with its name, price, image, and a call to action button.
The last two sections are purely about positioning Aldi as a low price leader when it comes to two staples of summer living, food and outdoor activities.
The other urges shoppers to “get outside and save.” It shows a set of lawn darts and some picnic baskets. The cost for each “buyer’s pick” item appears in a burst. Tapping the “see Aldi finds” button lets the customer shop the store’s weekly specials. This leverages the store’s exclusive deals as well as its limited-time only pricing.
With the threat of Amazon and other disruptors in this tradition-bound market, price is a good way to stake your claimand shape customer behavior.