Shopper Marketing - July 2017 - 8

EDITORIAL

Rationalizations
T

y neighborhood in Chicago is just a few
steps off Milwaukee Avenue, aka "The
Hipster Highway," so named because thousands of Millennial bicyclists use it to commute downtown. When we arrived in 2002,
our little stretch was a relatively desolate
area of boarded-up storefronts, an abandoned elevated rail line used by heroin addicts, and a rat-infested junkyard with a ranting proprietor and constantly barking dogs.
We did have one store though - the "foodstamp Aldi" - so-named by locals because of
the German grocery chain's cash-only/boxyer-own groceries vibe, mysterious brands
and East-Berlin-blockaded-by-Russians approach to merchandising.
Recently, however, things have changed.
The city let developers create nearly a dozen
high-rise rental buildings on Milwaukee Avenue for Millennials who eschew cars. Called

8

y SHOPPER MARKETING JULY 2017

TODs (Transit-Oriented Developments),
some of these 200-unit buildings have just
10 parking spots. The theory is that the renters, those superior creatures of the new millennia, will bike, take the El and/or walk everywhere forever. Yeah... we'll see.
A developer leveled our original Aldi and
put up an eight-story TOD with a brand-new
anchor tenant: Aldi, the now 1,600-U.S.store-chain that's investing billions in remodeling and expansion plans. In half a
decade, if things go according to plan, Aldi
will be the #3 supermarket chain in the U.S.
behind Walmart and Kroger.
As Institute editor Cyndi Loza's visual tour
(https://p2pi.org/article/aldi-gets-new-look)
attests, Aldi '17 is fresher, both figuratively
in terms of decor and literally in terms of
produce, meat and bakery. But as I walked
the store, my Baby-Boomer eyes kept playing tricks on me. As I rounded
my first aisle, for example, I was
surprised to see Hershey, Twizzlers and Kit Kat logos on the
lowest shelves. I then drew my
eyes level up to Aldi's not-exactly-household brands Schogetten and Choceur. Well, as
the kids say in Mülheim, "Stack
'em high, watch 'em fly."
Farther along, I spotted a
freezer with one SKU of Twix ice


https://www.p2pi.org/article/aldi-gets-new-look

Table of Contents for the Digital Edition of Shopper Marketing - July 2017

Contents
Shopper Marketing - July 2017 - Intro
Shopper Marketing - July 2017 - 1
Shopper Marketing - July 2017 - 2
Shopper Marketing - July 2017 - 3
Shopper Marketing - July 2017 - Contents
Shopper Marketing - July 2017 - 5
Shopper Marketing - July 2017 - 6
Shopper Marketing - July 2017 - 7
Shopper Marketing - July 2017 - 8
Shopper Marketing - July 2017 - 9
Shopper Marketing - July 2017 - 10
Shopper Marketing - July 2017 - 11
Shopper Marketing - July 2017 - 12
Shopper Marketing - July 2017 - 13
Shopper Marketing - July 2017 - 14
Shopper Marketing - July 2017 - 15
Shopper Marketing - July 2017 - 16
Shopper Marketing - July 2017 - 17
Shopper Marketing - July 2017 - 18
Shopper Marketing - July 2017 - 19
Shopper Marketing - July 2017 - 20
Shopper Marketing - July 2017 - 21
Shopper Marketing - July 2017 - 22
Shopper Marketing - July 2017 - 23
Shopper Marketing - July 2017 - 24
Shopper Marketing - July 2017 - 25
Shopper Marketing - July 2017 - 26
Shopper Marketing - July 2017 - 27
Shopper Marketing - July 2017 - 28
Shopper Marketing - July 2017 - 29
Shopper Marketing - July 2017 - 30
Shopper Marketing - July 2017 - 31
Shopper Marketing - July 2017 - 32
Shopper Marketing - July 2017 - 33
Shopper Marketing - July 2017 - 34
Shopper Marketing - July 2017 - 35
Shopper Marketing - July 2017 - 36
Shopper Marketing - July 2017 - 37
Shopper Marketing - July 2017 - 38
Shopper Marketing - July 2017 - 39
Shopper Marketing - July 2017 - 40
Shopper Marketing - July 2017 - 41
Shopper Marketing - July 2017 - 42
Shopper Marketing - July 2017 - 43
Shopper Marketing - July 2017 - 44
Shopper Marketing - July 2017 - 45
Shopper Marketing - July 2017 - 46
Shopper Marketing - July 2017 - 47
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Shopper Marketing - July 2017 - 55
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Shopper Marketing - July 2017 - 95
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