// Tesco and Sainsbury’s have leant heavily on their Aldi Price Match campaigns to signpost where they are keeping costs low
// But have the supermarkets gone too far and ended up promoting their fiercest rival?
Synonymous with affordable and efficient shopping, Aldi has shaken up the UK supermarket sector over the last 12 months, officially leapfrogging Morrisons and taking its place in the ‘Big 4’ last autumn.
Over that time it has become increasingly normal for the likes of Sainsbury’s, Tesco, Asda and Morrisons to defend their sales losses (£170m at the last count) as customers head to both Aldi and Lidl to enjoy cheaper prices.
The successes of the German discounter – which saw an impressive 26% growth over the Christmas period – has left mainstream retailers feeling they have have no choice but to convince cash-strapped customers that their offering will match Aldi’s low prices.
While price matching is by no means a new marketing strategy, is it a wise one in the current climate? Inflation remains high and consumers are shopping primarily with their budgets in mind, leading some marketing and retail experts to question whether the price match strategy actually benefits Aldi more in the long run.
So is Aldi Price Match branding continually promoting a rival… or is it a clever marketing ploy, convincing loyal customers that they need not shop elsewhere?
Read the full feature over at Marketing Beat
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