ALDI Creating retail-traffic through intelligent GPS data customer mapping

Faced with a 40% cost increase in the production of printed flyers, supermaket brand Aldi developed a geo-targeting campaign that allowed them to reduce the amount of printed flyers distributed in Denmark by 33%.

Campaign details

Brand: AldiLead Agency: Havas DenmarkRegion: EMEA

Objective

In Denmark, the distribution of flyers was poised to be taken over by one single company, creating a monopolistic situation that would inevitably translate itself into a steep price increase, calculations put the increase at 40%.

Seeing that flyer distribution was a massive operation in which Aldi was ''carpet flyering'' (dropping a flyer in every household in any given neighborhood) in every city where there was an Aldi Supermaket without any regard to targeting, the 40% increase would not be sustainable.

We needed to develop a...

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