A Record Christmas for Aldi as they introduce Price Comparison with Swap & Save

but should other food retailers worry?

With the New Year now in full swing, and many families recovering from excessive eating and spending, Aldi’s new Swap & Save campaign is well timed. This week, the Shopper Discounts and Rewards blog discusses the marketing campaign which could leave competitors such as Tesco and Asda hot under the collar.

consumers could save £28 per week

According to Aldi’s recent Swap & Save campaign, shoppers who head to Aldi (vs. other supermarkets) for their weekly food shopping, will save on average £28 per week. It reports that some shoppers could in fact, save anything between £30 and £50!

a multichannel marketing campaign to draw our attention

The Swap & Save challenge has been launched via a series of marketing efforts on print, online and even television. You may have seen the TV adverts that showcase a few families who took part in challenge, it tasked people to see ‘how much they could swap and save’:

the potential for consistent savings

Although the campaign ran for an eight week period, Aldi stands by the claim that these savings would be consistent and not just heightened by promotional periods. The campaign claims that if people switch to Aldi, from one of the big four supermarkets in the UK over a course of a year, they would save on average, £1,400.

Tony Baines, Aldi UK’s Managing Director

“We offer shoppers low prices everyday of the week on the items that they typically buy as part of their weekly shop. This means they are saving money on the products that they regularly buy, instead of being tempted to put extra products in their baskets just because they appear to offer better value”

a record Christmas for Aldi

Whilst they claim that they will offer consistent savings to families switching their weekly food shopping, the Swap & Save campaign has also coincided with the news this week that they also enjoyed a record Christmas in terms of sales. It has been reported that they had their “busiest Christmas since opening in the UK” 20 years ago. The Shopper Discounts and Rewards team will continue to follow the German supermarket’s progress into 2014.

Do you shop in Aldi? What are your thoughts on the Swap & Save challenge?

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