Low-price grocer Aldi announced the launch of its online video series. In collaboration with comedian Ben Bailey, the host from game show "Cash Cab," the series will ask shoppers questions on the spot to test their knowledge of Aldi.
The idea is for the retailer to marry education with entertainment, introducing new shoppers across the United States—specifically in Southern California—to the brand. Aldi is planning to open about 45 new stores in 2016.
Bailey walked around and surprised shoppers in Chicago stores last April. Posing as an Aldi employee, Bailey handed out wine and cheese samples, stocked aisles and did prices checks—all the while quizzing shoppers on their Aldi knowledge. The videos are hosted on lovealdi.com.
"I had a blast interacting with customers at Aldi and was amazed by how passionate they are about the savings, quality and selection of their groceries. People were quick to call out their favorite products and how much money they save each month," Bailey said. "While Aldi does things a bit differently, you grow to appreciate the quirks as you get to know the Aldi way, especially when you realize how those quirks save you money. Once you're in, you're instantly hooked."
Consumers' demand for higher quality food combined with lower prices is fueling the expansion of German-based Aldi across the United States. The Aldi expansion in Southern California will begin in March 2016 as part of a five-year plan to open 650 new stores across the country. By the close of 2018, the supermarket chain expects to operate about 2,000 stores.
Aldi has also been working on broadening its product assortment as it scales up physically. And in March, the retailer was one of three supermarkets to top a customer experience survey.
-See this Aldi press release
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