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Washington, D. C., November 2014

Aldi in the United States

Two German Success Stories

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ALDI NORD ALDI SÜD

Two different concepts

If you want to know more about Aldi in the United States, read this posts In English Aldi's success in the US or in German Aldi in den USA

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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Walmart

Sobeys

Safeway

Meijer

ShopRite

Kroger

H-E-B

Hy-Vee

Costco

ALDI

Publix

Trader Joe's

32%

41%

56%

56%

59%

60%

67%

69%

76%

76%

80%

82%

Ranking of Favorite Grocery Store Chains

Source: Marketforce, 03/2014

Composite loyalty score

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Store locations Aldi US (09/2014)

Texas 52

Nebraska 5

Kansas 21

Oklahoma 14

Iowa 26

Missouri 68

Arkansas 6

Michigan 58

Wisconsin 61

Illinois 198

Indiana 72

Mississipi 1

Alabama 12

Georgia 38

Florida 58

Ohio 125

Virginia 14

Pennsylvania 84

NY 87

Tennessee 34

Minnesota 31

New Hampshire 1

Vermont 1

Massachusetts 8

Maryland 28

Rhode Island 6

Connecticut 21

New Jersey 27

West Virginia 7

South Carolina 20

Kentucky 14 North Carolina 55

+ DC 1

1.254 stores in 32 states

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ALDI: German-owned supermarket‘s chain

Same store, different country

•  German-owned supermarkets (Albrecht family)

•  Retailer of the Year by Private Label => Store Brand

•  About 1.300 stores (10/2014)

•  25 million customers per month

•  1.000 m2 store size

•  1.300 items

•  80 % private labels

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ALDI promises: Top quality at low prices

List of Aldi Truths (source: Aldi)

•  We ship fresh and delicous low prices every day.

•  Imprissively high quality at impossibily prices

•  We don‘t match other stores‘ prices because that would mean raising ours.

•  Our low prices are worth celebrating

•  Loyalty shouldn‘t require a card.

•  You can’t eat frills, so why pay for them.

•  Our test kitchen is really a taste kitchen.

•  The same is always better when it costs less.

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Up to 70 varieties of fresh fruits and vegetables

Aldi, USA

•  Packaged fruits and vegetables for a quick check-out

•  Small organic selection since 2013

•  Some fresh produces are locally grown

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Some German products

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Aldi App

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Aldi in the social media (Oct. 15, 2014)

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Store locations Trader Joe‘s (10/2014)

Washington 22

Utah 2

Oregon 12

Nevada 7

Idaho 1

Arizona 14

Colorado 5

New Mexico 3

Texas 18

Nebraska 2

Kansas 1

Iowa 1

Missouri 5

Louisiana 1

Michigan 6

Wisconsin 3

Illinois 20

Indiana

2

Alabama

1

Georgia7

Florida 15

Ohio 6

Pennsylvania 10

NY 21

Tennessee 2

Minnesota 8

California 172

Virginia 13

New Hampshire 2

Vermont 1

Massachusetts 18

Maryland 8

Rhode Island 1

Connecticut 7

New Jersey 11

South Carolina 3

Kentucky 3 North Carolina 9

Maine 1

Delaware 1

+ DC 2

448 stores (40 % in California)

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Trader Joe‘s belongs to the German Aldi Nord

Origin California, owned by Aldi since 1979

•  German-owned supermarkets (Aldi Nord)

•  Favorite grocery store chains 2013 und 2014

•  About 400 stores (10/2014) •  4.000 items

•  90 % private labels

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Specialties at Trader Joe‘s

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Trader Joe‘s in the social media (Oct. 15, 2014)

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About the Author

•  Catherine Rochereul-Portier writes a blog about the differences between American, German and French customers.

•  In one post, she describes how the German Aldi‘s brothers succeeded in the United States with two very different concepts. You can read here the post about Aldi in the United States.

•  She is the founder and CEO of Rochereul & friends, a marketing consulting company with focus on cross border business.

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Catherine Rochereul-Portier

Rochereul & friends Consulting Washington, DC United States Tel. +1 (202) 999-7583 www.HowToGuide.org

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