Stores opening with appliance specials
German supermarket chain Aldi has opened its first stores in suburban Adelaide today with a special Super Blend 1000 juicer and blender for $69.99.
The new stores are located at Parafield Gardens in Adelaide’s north, and Hallett Cove, Seaford Heights and Woodcroft in the south. South Australian Premier Jay Weatherill attended the Parafield Gardens opening today.
These stores will also sport new livery which includes more modern, brighter interiors, upright freezers cabinets, light wood panelling and new signage.
ALDI South Australia managing director Viktor Jakupec(pictured below with CHEP Australia and New Zealand president Phillip Austin)is confident the model will succeed in SA without any fine tuning.
Industry observers expect these improvements will increase Aldi’s attractiveness to customers and further boost its market share in Australia, especially among the key middle-class consumer.
If retailers were still dismissive of the Aldi competition, they need only refresh their intelligence by reading a 2015 survey by Canstar Blue. The research company found that consumers who purchase their (almost iconic) capsule coffee machine Expressi said they were happy with the machine’s overall performance and value for money.
Aldi has also been building its brand by advertising awards won for its fresh products at events, such as the Sydney Royal Cheese and Dairy Show, Royal Melbourne Fine Food Awards, and Sydney International Wine Competition, on its shelf displays.
Meanwhile, Brand Finance Australia managing director Mark Crowe puts the bigger picture into perspective.
“With sales expecting to slow at faster rates than rivals, the biggest challenge to Woolworths and other supermarket operators is coming from the German discount chain Aldi,” he said.