An unprecedented supermarket price war has begun after German-giant ALDI opened its maiden stores across the city
Shoppers braved long queues to get a first look inside Aldi’s newest store. Picture Dean Martin
ALDI fever is sweeping the nation, and the supermarket giants should be worried.
As the German discount chain opened its newest store this morning, South Australians turned out in droves.
Punters camped overnight to get the first pick of Aldi bargains when the doors opened this morning at Parafield Gardens, one of four new format stores to open in Adelaide. Hundreds waited patiently to enter each store.
As Moodys retail analyst Ian Chitterer has previously pointed out, people don’t line up to get into Woolies or Coles.
The chain’s arrival in the southern state, ahead of its Western Australian debut, is sure to have them on their toes.
But just what is Aldi up to with its fancy new store layout?
South Australian Premier Jay Weatherill posted a video to Facebook showing the interior, which is noticeably more polished than Aldi’s traditional model.
The ad hoc layout that has come to be synonymous with cut-price home brands gives way to a bright, gleaming interior with neatly stacked shelves, upright freezer cabinets, light wood panelling and new signage.
One could be forgiven for thinking that the store looks more like one of the major supermarkets than an Aldi — except, of course, for the random items for sale in the centre aisle.
Adelaide shoppers were treated to exclusive ‘Special Buys’ only available in their city, including a $69.99 juicer and blender.
Rhonda Woods and Vicki Phillips shop up a storm at Aldi’s first South Australian store, at Parafield Gardens. Picture: Dean MartinSource:News Corp Australia
Aldi last year trialled the new store design at four stores on the eastern seaboard, and some believe the new approach heralds an aggressive push for the middle market.
While the chain has long been popular with many low income shoppers, its proportion of middle class customers is growing — and the new format will no doubt appeal to this segment.
Aldi’s managing director for South Australia, Viktor Jakupec, said the new store design was in response to customer feedback.
“We have conducted in-depth research into the wants and needs of South Australia shoppers and believe they are looking for the same value and convenience in their weekly shop as our shoppers on the eastern seaboard,” Mr Jakupec told Fairfax Media.
“After many years of planning and working with the community, we are delighted to officially open for business in South Australia,” Jakupec told Glam Adelaide.
“There is a strong appetite among South Australians for an alternative place to shop and we are eager to show them the significant benefits that can come from shopping at Aldi, both for their wallets and lifestyles.”
Aldi fever has arrived in Adelaide. Picture: Dean MartinSource:News Corp Australia
Premier Weatherill, who skipped the queue to officially open the store, sang Aldi’s praises.
“Our growing retail sector has been given a massive vote of confidence today,” Mr Weatherill said.
He said Aldi’s South Australian rollout — with 50 stores planned — would create 900 new jobs across the state.
“Great news also for South Australian produce suppliers, with 12 new local businesses being added to Aldi’s SA suppliers.”
Still up for debate is whether Aldi will be able to sell booze at its South Australian stores, with a liquor licensing review scheduled to report to the state government by the end of June.
Mr Weatherill told The Advertiser his government’s support for the sale of alcohol in supermarkets had been stymied previously by the opposition, who he accused of seeking to protect the hotels industry.
Aldi’s new South Australian stores are at Parafield Gardens, Hallett Cove, Seaford Heights and Woodcroft.
dana.mccauley@news.com.au
0 nhận xét:
Đăng nhận xét