ALDI's provocative move stuns shoppers
- Replies 5
German supermarket giant ALDI got people talking about their recent bold and brash move: an advertising campaign aimed squarely at its major competitors, offering an eye-opening demonstration of ALDI’s value for money.
In the latest chapter of the supermarket pricing wars, ALDI has taken out a two-page spread in its catalogue, revealing an astonishing price difference between its own brand of cleaning products and those available at another 'nameless' supermarket.
A basket that contained a variety of cleaning essentials, including spray and wipes, bin bags, mould remover, bleach, liquid washing detergent, fabric softener, stain remover, glass cleaner, and cleaning wipes, would reportedly set customers back merely $28.37 at ALDI.
However, a comparable selection of brands, including familiar names like Ajax, Glad, Exit Mould, Domestos, OMO, Fluffy, Vanish, Windex, and Chux, would cost a staggering $62.85 at the 'unnamed supermarket'.
'Cleaning made 54.96 per cent less of a chore,' the ALDI advertisement read.
This marketing blitz could not have come at a more tense time.
Australia’s major supermarkets are facing an immense level of scrutiny over their pricing tactics, with an ongoing Senate inquiry into supermarket pricing.
In addition to this, both Coles and Woolworths are also set to face a comprehensive review by the Australian Competition and Consumer Commission (ACCC) over the next 12 months.
Some Aussie shoppers genuinely questioned the legality of ALDI's audacious move.
'Wait, are they allowed to do this?' one asked.
Several online commenters pointed out that ALDI cleverly bypassed any potential issue by not naming the supermarket they compared to and providing truthful information regarding prices.
However, some savvy shoppers noted that ALDI may have skewed the comparison slightly by pitting their homebrand items against the more expensive branded products of other supermarkets instead of the equivalent homebrand products.
'They’ve used the high-branded stuff in the Coles/Woolies side. Would be good to see the price difference between ALDI and Coles/Woolies home brand,' one commented.
For instance, Coles and Woolworths sell their own versions of glass cleaner for $2, as opposed to Windex, which costs $5.
However, ALDI's Power Force Pro is still the cheapest at $1.89.
A similar pattern exists with disinfectant bleach, where ALDI's Power Force Pro Heavy Duty Cleaner is priced more affordably at $2.19 compared to the competitors' cheaper brands at $2.30, or Domestos bleach at $6.60.
Shoppers have recently spotlighted the savings achieved through shopping at ALDI.
One Australian boasted savings of over $50 by making the switch from Coles, whereas another compared the marked disparity in the size and cost between his ALDI and Woolworths shopping trips.
Such anecdotes seem to square with ALDI's own figures, which claimed the supermarket saved its customers more than $3 billion last year.
An ALDI spokesperson advocated for continued shopper loyalty, stating, 'Our everyday low pricing model means customers have certainty when they walk through our doors, so much so that we can confidently say that we will not be beaten on the cost of the weekly shop.'
'From cleaning to fresh fruit and veg, we're confident that our award-winning Exclusive Brands won't disappoint, because they are excellent quality at the lowest prices possible.'
What's your take on ALDI's advertisement, dear members? Would you purchase their homebrand products over the brand-name products? Let us know in the comments below.
In the latest chapter of the supermarket pricing wars, ALDI has taken out a two-page spread in its catalogue, revealing an astonishing price difference between its own brand of cleaning products and those available at another 'nameless' supermarket.
A basket that contained a variety of cleaning essentials, including spray and wipes, bin bags, mould remover, bleach, liquid washing detergent, fabric softener, stain remover, glass cleaner, and cleaning wipes, would reportedly set customers back merely $28.37 at ALDI.
ALDI compared their homebrand products to those being sold in other supermarkets. Image source: TikTok.
However, a comparable selection of brands, including familiar names like Ajax, Glad, Exit Mould, Domestos, OMO, Fluffy, Vanish, Windex, and Chux, would cost a staggering $62.85 at the 'unnamed supermarket'.
'Cleaning made 54.96 per cent less of a chore,' the ALDI advertisement read.
This marketing blitz could not have come at a more tense time.
Australia’s major supermarkets are facing an immense level of scrutiny over their pricing tactics, with an ongoing Senate inquiry into supermarket pricing.
In addition to this, both Coles and Woolworths are also set to face a comprehensive review by the Australian Competition and Consumer Commission (ACCC) over the next 12 months.
Some Aussie shoppers genuinely questioned the legality of ALDI's audacious move.
'Wait, are they allowed to do this?' one asked.
Several online commenters pointed out that ALDI cleverly bypassed any potential issue by not naming the supermarket they compared to and providing truthful information regarding prices.
However, some savvy shoppers noted that ALDI may have skewed the comparison slightly by pitting their homebrand items against the more expensive branded products of other supermarkets instead of the equivalent homebrand products.
'They’ve used the high-branded stuff in the Coles/Woolies side. Would be good to see the price difference between ALDI and Coles/Woolies home brand,' one commented.
For instance, Coles and Woolworths sell their own versions of glass cleaner for $2, as opposed to Windex, which costs $5.
However, ALDI's Power Force Pro is still the cheapest at $1.89.
A similar pattern exists with disinfectant bleach, where ALDI's Power Force Pro Heavy Duty Cleaner is priced more affordably at $2.19 compared to the competitors' cheaper brands at $2.30, or Domestos bleach at $6.60.
Shoppers have recently spotlighted the savings achieved through shopping at ALDI.
One Australian boasted savings of over $50 by making the switch from Coles, whereas another compared the marked disparity in the size and cost between his ALDI and Woolworths shopping trips.
Such anecdotes seem to square with ALDI's own figures, which claimed the supermarket saved its customers more than $3 billion last year.
An ALDI spokesperson advocated for continued shopper loyalty, stating, 'Our everyday low pricing model means customers have certainty when they walk through our doors, so much so that we can confidently say that we will not be beaten on the cost of the weekly shop.'
'From cleaning to fresh fruit and veg, we're confident that our award-winning Exclusive Brands won't disappoint, because they are excellent quality at the lowest prices possible.'
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