Aldi unveils Hammer product: patrons eagerly anticipated its release for years
In a move that may come as a surprise to some, Aldi, one of Germany's leading discount retailers, has not yet introduced a loyalty program for its customers in the country. Despite the growing trend among competitors like Rewe and Kaufland, and the success of Lidl's loyalty program, Aldi continues to prioritise its traditional discount retail model [1].
According to a YouGov analysis, Lidl's loyalty program led to a significant increase in usage, with German consumers growing from 17% to 28% between 2023 and 2024 [2]. However, Aldi's strategic approach in Germany remains focused on price leadership, store remodels, weekly special offers, and expanding e-commerce capabilities rather than implementing a loyalty scheme [1].
As of now, Aldi customers in Germany cannot participate in any loyalty program, and there is no confirmed timeline for one to be introduced. The company's efforts to enhance customer experience appear to be directed towards pricing, product selection, and store environment improvements instead [3].
Meanwhile, Aldi Nord, the company's northern division, has taken a different approach. They have introduced a loyalty program in Belgium, offering discounts and free items in exchange for collected points. After a successful test phase, Aldi Nord plans to offer the program nationwide [4]. However, it is not yet clear when customers in other countries will be able to participate.
The introduction of loyalty programs has not been without controversy. Lidl, for instance, has faced a lawsuit from the consumer protection agency due to lack of transparency regarding a similar special offer [5]. Experts also warn about potential issues with data handling transparency in such programs [6]. There is also a concern about purchasing pressure on customers who use the discount store's app for the loyalty program.
Despite missing the initial trend, Aldi's decision to stick with its traditional model could be paying off. The impact of the special offer on Aldi's sales or market share remains unclear [7]. However, the company's commitment to low prices and special weekly promotions continues to attract a loyal customer base.
As always, updates about any future changes in Aldi's strategy are likely to come through official announcements or media reports.
[1] Aldi's Commitment to Price Leadership in Germany
[2] YouGov Analysis Shows Growth in Lidl Loyalty Program Usage
[3] Aldi's Strategy in Germany: No Loyalty Program Yet
[4] Aldi Nord Introduces Loyalty Program in Belgium
[5] Lidl Faces Consumer Protection Agency Lawsuit
[6] Transparency Concerns in Loyalty Programs
[7] Impact of Special Offers on Aldi's Sales and Market Share
- Aldi's focus on home-and-garden products, technology deals, and weekly special offers in Germany seems to exclude any immediate plans for a loyalty program that offers data-and-cloud-computing deals or shopping rewards.
- Despite the ongoing debate about the transparency of loyalty programs, the loyalty scheme introduced by Aldi Nord in Belgium offers discounts and free items to customers, similar to the deals-and-discounts offered in other retail sectors.
- With the introduction of the loyalty program in Belgium, it seems that technology might play a role in future developments of Aldi's lifestyle focus, especially when considering the potential for digital platforms and app-based rewards.
