Synonymous with affordable and efficient shopping, Aldi has shaken up the UK supermarket sector over the last 12 months, officially overtaking Morrisons and taking its place in the ‘Big 4’ last autumn.
Over that time it has become increasingly normal for the likes of Sainsbury’s, Tesco, Asda and Morrisons to defend their sales losses (£170m at the last count) as customers head to both Aldi and Lidl to enjoy cheaper prices.
The successes of the German discounter – which saw an impressive 26% growth over the Christmas period – has left mainstream retailers such as Tesco and Sainsbury’s feeling they have have no choice but to convince cash-strapped customers that their offering will match Aldi’s low prices.
While price matching is by no means a new marketing strategy, is it a wise one in the current climate? Some marketing and retail experts have questioned whether the price match strategy actually benefits Aldi more in the long run.
Is Aldi Price Match branding continually promoting a rival… or is it a clever branding ploy, convincing loyal customers that they need not shop elsewhere?
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