During the darkest days of the economical downturn, British consumers headed to discount grocer Aldi to stock their pantries. From October through December 2008, Aldi sales were up 25.4%. But this summer, sales grew only 3%. Britain's traditional supermarkets are up considerably during the same time frame—Asda grew an average of 17%. Are Britons loyal or fickle? Experts offer several suggestions to bolster Aldi's sales. One: make great use of celebrity chef Phil Vickery's produce endorsement to underscore Aldi's stance that "value doesn't come at the expense of quality."
Source: www.marketingmagazine.co.uk
Source: www.marketingmagazine.co.uk