Shopper Marketing - January 2016 - 52


TRENDS 2016

WORKING WITH RETAILERS

What They Are Thinking

about the Aldi/discount supermarket model

" There is less emphasis/
value on national
brands."

" It's all about private label. In most cases, people are
confusing low price for value where the product
quality is not even equivalent to national brands.
Furthermore, other retailers are driving up the
communications cost to try and blunt the advertising
and the somewhat-misleading promotions."

" The split between premium and the Aldi/discount
supermarket model has particularly hurt our
categories - center store, branded. We continue
to monitor and watch share balance, etc."

"A continued focus on price
alone will pressure notable
retailers to follow suit."

" Our retailer is comp-ing Aldi's prices on a local basis."
"There's further fragmentation in the marketplace. This model will
make shoppers and retailers much more price sensitive."
" The retailer is growing, and we don't
have a solution for them at this point."

"It is a smart model that
we will look to leverage."

"It changes the game to be commodity-driven, resulting in
manufacturers competing on costs and lowering quality to do so."
" This puts pressure on price vs.
marketing. It's a race to the bottom.
We're hoping that insights and shopper
perspective will be a priority."
52

y SHOPPER MARKETING JANUARY 2016

"It's a great model. They found a niche
that is servicing their customers'
needs. Disruption causes action."



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
Shopper Marketing - January 2016 - 7
Shopper Marketing - January 2016 - 8
Shopper Marketing - January 2016 - 9
Shopper Marketing - January 2016 - 10
Shopper Marketing - January 2016 - 11
Shopper Marketing - January 2016 - 12
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Shopper Marketing - January 2016 - 40
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Shopper Marketing - January 2016 - 42
Shopper Marketing - January 2016 - 43
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Shopper Marketing - January 2016 - 51
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Shopper Marketing - January 2016 - 55
Shopper Marketing - January 2016 - 56
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Shopper Marketing - January 2016 - 60
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