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Aldi's new web series is a hit

July 15, 2015Written by George Anderson

Aldi, the limited assortment grocery chain, has already been named "Supermarket of the Year" in Europe. Now, the company wants to replicate its feat in the U.S. and has debuted a new web series starring Ben Bailey, host of "Cash Cab", that shows why a growing number of Americans love shopping in it stores.

The series known as "Cart Smarts with Ben Bailey" (two thumbs up from RetailWire) shows videos of Aldi customers pushing the cable television star around a store while explaining what makes them loyal shoppers of the chain. (Hint: really low prices on high quality prices backed by a 100% satisfaction guarantee that allows unhappy customers to return a product for a full refund plus another item.)

"While Aldi does things a bit differently, you grow to appreciate the quirks as you get to know the Aldi way, especially when you realize how those quirks save you money. Once you're in, you're instantly hooked," said Mr. Bailey in a statement.

Aldi has launched the web campaign at the same time it is ramping up new store openings, particularly in Southern California where it plans to open 45 new locations next year. The move into California is part of a plan to add 650 new stores across the country over a five-year period, bringing Aldi's total to roughly 2,000 stores in the U.S. Aldi currently operates nearly 1,400 stores in 32 states.

"Our vision for these videos is to drive awareness and education among new customers in a memorable way," said Liz Ruggles, the chain's director of public relations, in a statement. "Ben Bailey was the perfect choice to help us share that story with the California market. We're hoping these videos give people a laugh and inspire them to shop at Aldi."

Aldi has made a name for itself by offering high quality private label goods at prices that undercut the grocery competition. While its merchandising philosophy is pretty much bare bones, the chain has moved into organics and other unique offerings to differentiate itself beyond price.

Aldi was ranked as the third best supermarket in the U.S. behind Trader Joe's and Publix in a survey of more than 7,000 consumers earlier this year by Market Force information. A separate study by Consumer Reports ranked the chain as the fourteenth best supermarket in the U.S.

The chain first introduced organics in 2013 with its SimplyNature line and that part of its business has continued to grow. A study commissioned by Aldi found nearly 80 percent of adults in the U.S. would buy organic products if prices weren't so high. Aldi boasts that its organic offerings — including fresh produce and meat as well as the chain's private labels — are up to 50 percent lower than traditional supermarkets. The chain has also tapped into the market of consumers that are avoiding products with gluten with its liveGfree line.

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