AN AGENCY WANTED TO UNDERSTAND WHAT ASPECTS OF THE ALDI EXPERIENCE WERE GOING TO CONVERT NON-USERS BUT NON-REJECTORS OF THE OFFERING, IN ORDER TO DRIVE THEIR PITCH APPROACH
Saw us endeavouring to short circuit the process by accompanying an Aldi Advocate in a friendship pair with an Aldi non-user, as the former sought to point out in-store elements across pricing, product and service that motivated them. After the accompanied shop we interviewed the pair for 2 hours, about everything they had just seen, heard, experienced and felt.
Saw us brief the non-user to visit Aldi 2 or 3 times across a week, with a view to really immersing themselves in the offering.
Saw us return to our non-user for a structured face to face interview, in which we sought to identify the aspects of the offering that were most like to drive re appraisal of the store.
And we repeated this process across 4 parts of the UK.
After each interview or immersion we ran observations and insights past the pitch planner, always with a view to moving thinking forward.
After the pitch we were informed that our insights had informed the bedrock of their idea “in no small way”