Beyond programs and marketing outreach, true customer experience is designing every outward-facing aspect of the brand to put the consumer first. ALDI has long been seen as a leader in these unique CX practices, offering customers experiences (not to mention prices) that are often unmatched in the vertical. The brand does this all without overcomplicating the customer experience, creating a streamlined in-store process that has created an almost cult following among devoted fans of the chain.
In a move designed to build upon this strong brand identity, the grocery brand announced last week a $1.6 billion investment earmarked for the remodeling of more than 1,300 stores in the next three years.
In addition to giving shoppers an overall more aesthetically pleasing shopping experience—the remodel will include open ceilings and natural lighting, among other changes—the brand is continuing its tradition of environmental sustainability, utilizing recycled materials, energy-saving refrigeration, and LED lighting as part of the overhaul.
“With this significant investment in our stores, what we’re really doing is continuing to invest in ALDI customers,” said Jason Hart, CEO, ALDI. “We’re continuing to expand our fresh offerings, which means we need to provide more space for produce, meat, and bakery items. We’ve also made a number of improvements to our products - such as removing added MSG, certified synthetic colors and partially hydrogenated oils from all of our ALDI exclusive brand foods. But one thing that hasn’t changed is that our customers still save money on the groceries they buy the most.”
The ALDI brand, previously viewed as a niche presence, has exploded in recent years, growing 60 percent since 2013 and currently serving 40 million customers monthly.
“ALDI customers know we stand out from our competitors for a reason: We offer high-quality, affordable food that they can feel good about serving their families,” added Hart. “Our unmatched combination of exceptional quality and everyday low prices is why we’re one of the fastest growing retailers in the U.S., currently operating in 35 states.”
While an aggressive investment, ALDI’s store remodeling project is designed to strengthen the brand promise and spark customer loyalty based on this industry-leading CX alignment.

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