German discounter Aldi Süd has launched its new online portal ‘Aldi Inspiriert’ ('Aldi inspires'), which provides a range of content, including recipes, fitness and fashion guides as well as gardening tips.
The website is aimed at presenting a one-stop digital channel to market entertaining content to Aldi customers. It hosts six categories, including eating and drinking, home and decoration, outdoor and garden, feel good and fitness, family and kids as well as travel.
Visitors to the site can adjust their preferences for each category, so that they can filter the content they want to see.
Brand Strengthening
“We want to strengthen the customer connection to the Aldi Süd brand by offering inspiration to them throughout their daily lives,” said Natascha Vrchoticky, communications director and customer relationship manager at Aldi Süd.
In the long term, the website aims to be the central platform for presenting different content on the site. The focus will lie on entertainment, while product advertising, company and career information will still be on the current Aldi Süd website, according to the retailer.
The idea was inspired by Aldi Süd’s customer magazine, which is released every second month since it started in 2015. The magazine received the golden award at the German BRand Award 2017 for the category ‘Brand Campaign – Classic & Print (external)”.
The new platform was realised by the brand management agency Track, according to the retailer.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Kevin Duggan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
