Aldi have identified that only 30% of their customers could
be described as low income and the percentage of high income customers is
growing.
Aldi focus on smaller stores than their competitors, fewer
products and private labels. The smaller store-print enables them to access
prime locations that the big boys can’t get to. Their philosophy has been
successful with Aldi now the third largest food retailer in Australia.
The new trial stores (one in each of Qld, NSW, ACT and Vic) are
to be larger, offer more fresh food, and include premium brands. It will be an
interesting exercise as Aldi creep into the realm of the bigger operators and
away from the philosophy that has been so successful for them.
A recent survey of successful high level entrepreneurs concluded
that risk-taking was a prime ingredient of successful business ventures. Aldi will
be hoping they have got this one right.
