German CX diary VII.: Clever way to engage where the customers are (Aldi Sud).

It is a constant battle within companies:

• Marketers want to communicate as much as possible. And mostly believe in the "the more the better reach“ approach.
• Financial controllers want to cut costs and see the effectiveness of communications. And mostly believe in the "the less, the less cost" approach.

This is also valid for FMCG companies, that heavily rely on the leaflets business.

Now, with the stronger focus on decreasing CO2 footprint, this business also came into focus.

There are attempts to switch these customers to digital, by downloading the app.

However, this is very challenging, since adding additional apps to your mobile phone and allowing notification gets harder and harder.

But Aldi Sud found the way. Not to print weekly leaflets, but also not to lose buyers, who didn′t download the app yet. They went where the customers are today:

I?was wondering how difficult it is to opt in to subscribe. But is also really easy:

Obviously, it is important to keep an eye on the comparison of the conversion rate of each distribution channel and then the activation of customers. However, this seems to be a good inspiration where marketers, finance controllers, and also the customer experience team (the company goes where customers are) may be satisfied.

Do you agree? Do you also consider WhatsApp as your business distribution and/or communication channel?

ALDI SüD ?