Aldi and Lidl have been announced as the world’s top brands for the hassle-free shopping experience they give customers.
One in two families is currently shopping at Aldi and Lidl according to Millward Brown’s annual BrandZ report, which calculated that Aldi’s brand value stands at £7.7m compared with Tesco’s £6.2m. The discounters have been claiming £350m of sales from other supermarkets over the last three months with sales rising over 20% a year as they successfully win over middle and high income shoppers.
Both retailers saw growth rates return to over 17% over the last three months, now they’re the fastest-growing grocers in the UK.
While Tesco, Sainsbury’s, Asda and Morrison’s still occupy the biggest market share in the sector, Aldi still surpassed Tesco for the first time on a number of brand surveys last year. Its high scores reflect consumers’ growing preference for these no-fuss/high-quality/low-price retailer.
"Brands that offer simpler customer experiences are rewarded with passionate customer loyalty, more innovative employees and greater revenue. In short, embracing simplicity improves the bottom line for brands and organisations,” said Howard Belk of Siegel & Gale, a global branding agency.
Siegel & Gale cited that 63% of consumers are willing to pay more for a simple retail experience.
"So far this year we’ve welcomed more than 800,000 new customers to our stores – all people who have previously never shopped with Aldi,” said Aldi's Joint Managing Director for Buying Jonathan Neale. “This rate of customer acquisition is set to continue as we open more new stores across the UK.”