Landini Associates was engaged by ALDI to reinvent their store experience and elevate customer perceptions in Australia, from the quality and freshness of the products, to the overall brand image.
The scope of works included interior design, graphic design and all in-store communication including tone of voice.
The key challenge was to upgrade the ALDI store environment, hero the quality of the products and encourage customers to shop across the whole store, whilst respecting the brand’s positioning as a low cost budget option. The new store design is aimed at celebrating and conveying product quality, whilst offering a pleasant environment for customers.
A palette of low cost yet real materials such as concrete, plywood, OSB and rough sawn timbers adds to the perception of freshness throughout the store. Planning has been completely rethought, with certain categories articulated for greater consistency, and key products placed at the entry of each aisle alongside key messaging to appeal and drive shoppers.
Key departments developed were produce, bakery, alcohol, and health and beauty.
A new LED lighting system has been incorporated into the new design format to reduce glare and running costs whilst improving ambience and colour rendering. The lighting was designed to create a pleasant atmosphere and let the product speak, enhancing its color, texture and freshness. Energy saving LED has also been incorporated in the fridges and in the wine displays.
In tandem with the interiors, a series of messages and graphic illustrations have been designed to upgrade ALDI’s overall brand image whilst maintaining their friendly, approachable and witty tone of voice. Approximately 200 messaging boards were developed to communicate the brand ethos, product freshness, local sourcing, sustainable fishing and award winning products.
Whilst most discount brands ‘shout’ with marketing, pricing, bright colors and products in bulk to say ‘Value’, this new ALDI concept goes against the grain. All signage has been removed from the ceiling and replaced with category signage around the store perimeter to offer greater visibility across the store and thus encourage cross-store shopping.
Success of the new trading format can be seen in a significant increase in sales as well as its uptake from other ALDI regions globally.