The main challenge was to adapt ALDI's DNA and core values to the Spanish context, ensuring that its differentiated value proposition resonated with local consumers. Additionally, it was crucial to structure a brand strategy that grouped product categories aligned with the expectations of Spanish consumers, establish a product superiority strategy, and define the breadth and depth of the assortment to adapt to local consumption habits without giving up its characteristic business model.

Solution:

To address these challenges, we began by reinterpreting ALDI's DNA and core values, accentuating its differentiation and building a unique positioning that put the industry at the service of the consumer. We developed a private brand strategy, organizing product categories under brands that represented different life philosophies and facilitated everyday shopping.

Examples of these brands include El Horno de Aldi (Village Bakery), Biocura (Lacura) natural cosmetics, El Mercado de Aldi (Specially Selected), or GutBio (Specially Selected, bio products). In addition, we created labels to identify products according to specific values such as sustainability and special diets.

We implemented a proactive product superiority strategy based on consumer philosophy and market intelligence, establishing processes and tools to detect business opportunities and specify products with superior attributes.

Finally, we defined a strategy for a complete basket assortment, adapting the offer to Spanish consumption habits while maintaining a short assortment model. This strategy included defining the breadth and depth of the assortment, review mechanisms, and its alignment with the desired positioning by ALDI.

These actions allowed ALDI to improve its position in the Spanish market, significantly increasing the adaptation to the market and the revenue in its stores.