"Since the start of this year, the discounter has been testing a customer-centric strategy that takes the focus off the Aldi brand. While some of the company's social posts still showcase the Aldi colors, logo and other marquee elements, many now simply riff off social media trends and culturally significant moments to attract viewer attention, Aldi U.S. Marketing Director Katherine Sodeika said in an interview."
"Sodeika said the shift began when leadership asked her ahead of this year if she was doing what she wanted to be doing with the company's social media content. The answer was No. I'm doing what I think the company wants us to be doing and what I've been told is a priority, but it's not really social first, and it's not customer first,' Sodeika said. And that's where we decided to make the pivot."
Aldi pivoted its social media strategy to prioritize customers and social-first content over overt brand and price promotion. The company now often forgoes prominent branding and low-price messaging on social platforms, instead creating content that riffed on social trends and culturally significant moments to capture attention. Leadership prompted the change after questioning whether social efforts were customer-focused. The new approach emphasizes playful voice and viral relevance, aims to build engagement and affinity with shoppers, and leverages other channels to communicate pricing details rather than relying on social posts.
Read at www.grocerydive.com
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