ALDI Good Different Phase 2: Questioning the cult of loyalty

ALDI, a supermarket, revealed the false benefits of loyalty programmes and increased revenue with its Pointless Points campaign in Australia.

Summary

ALDI is proudly Good Different. In the past our highly effective brand platform has been used to demystify how we help shoppers save. However, in a world of competitor shiny loyalty rewards cards and yoyo pricing, real value was becoming harder for shoppers to decode. Add to that, humans are hard wired to love what seems like a good deal. It's addictive. ALDI's real everyday low prices just weren't as sexy in comparison.

We had to switch modes from just championing ALDI's good difference to challenging the competition, challenging people's hard wiring and challenging the cult of loyalty.

This...

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