Despite being named Supermarket of the Year, ALDI is failing miserably in the e-commerce landscape.
The award came off the back of a survey of 2,500 Australian consumers, measuring customer satisfaction levels. ALDI received 5-star ratings for overall customer satisfaction, value for money and product quality.
The grocery store chain has a website that merely lists the product offerings with no buying capabilities. It’s a cruel temptation to consumers who want to be able to purchase seamlessly and conveniently online.
The website does however include helpful product descriptions and plenty of non-product content relating to the company and its services. There is also a store locator and opening hours page, yet simple purchase options are not available.
There is an option to create a shopping list and add products which seems fairly pointless to me. What would be more beneficial is a simple ‘Buy Now’ or ‘Purchase’ option.
ALDI seems to have grasped some elements of digital e-commerce, sending out a weekly e-newsletter, and even offering interactive games and a free smartphone app that allows users to:
- View weekly special buys
- Create special buys shopping lists, and
- Locate the nearest store
While ALDI markets itself as a discount supermarket chain, it needs to lift its game when arch rivals Coles and Woolworths are leading the way with their innovative online initiatives. Both Coles and Woolworths recently launched click-and-collect offerings in an effort to provide more convenient services to customers, and Woolworths was also crowned Best Multi-channel Retailer and Best Online Retail Marketing Initiative at this year’s Online Retail Industry Awards.
Pureplay grocery retailers Supermarket Deals and Grocery Run are also proving that there’s much to be gained from online supermarket retailing in Australia. Neilsen reported last year that the US online grocery market would double by 2014, with heightened activity in the local market suggesting Australia will follow suit.