A look behind the scenes of "My Aldi"
A new chapter in e-commerce: Aldi online platform
Aldi Süd, the well-known discounter chain, is boldly entering the online grocery sector. With the introduction of "My Aldi", customers can now order groceries and everyday products directly from their app or website. The first online experiences are currently only available to customers in Mülheim an der Ruhr, Duisburg and Oberhausen.
My Aldi: a test project with an uncertain future
Although this is a significant innovation, Aldi Süd has made it clear that this is a temporary test run for the time being. A nationwide expansion is currently not in sight. "We are constantly experimenting. But not every experiment progresses beyond the prototype," says the company spokesperson.
How does "My Aldi" work?
Interested customers in the delivery area must register on the platform and join a waiting list. Once the account has been activated, orders are delivered via electric vehicles at predetermined times. The company emphasizes that deliveries are not made from stores, but from specialized warehouses known as dark stores.
Prices, payments and delivery details of "My Aldi"
Aldi assures that the online prices correspond to those in the stores. A minimum order value of 20 euros has been set, whereby deliveries under 50 euros are subject to a delivery charge of 4.50 euros. Payments can be made conveniently by SEPA direct debit or credit card (Visa or Mastercard).
Why is Aldi careful with the delivery service?
According to the company spokesperson, the decision not to expand nationally is due to the current price sensitivity of consumers. Delivery charges in particular are often seen as a barrier. Furthermore, according to Aldi, online grocery retail in Germany is not yet a lucrative business option.
Competition and market dynamics in online grocery retail
Before Aldi made the service public in three cities, there was already an internal test. The initiative is intended to ensure that the company is prepared for potential market changes, especially if competitors such as Lidl introduce similar services.
Comparison with Rewe, Picnic & Co: Is the Aldi model viable?
While other providers such as Picnic offer free delivery and a wider range of products, Aldi is taking a different approach. The question remains whether Aldi, with its limited range and attractive prices, can attract enough customers to make the delivery model profitable.
The launch of "Mein Aldi" is a bold step into an uncertain future for online grocery retail. It remains to be seen how this model will develop in a competitive market. With the current delivery fees and a growing market, changes could be on the horizon. It will be exciting to see how the Aldi Online success story unfolds!