Aldi Talk

ALDI’s first digi­tal coun­ter: Alditalk​.de

Germany’s most important dis­cout shop ALDI made its first step in online sales with a shop for its mobi­le pho­ne pro­vi­der Alditalk​.de. The messa­ge: The online shop is well-thought-out and plan­ned and not the result of com­pe­ti­ti­ve pressure.

The Interactive Marketing Group had the uni­que chan­ce to accom­pa­ny ALDI on their jour­ney by desi­gning and plan­ning the online shop as well as over­see­ing the inter­nal rea­li­sa­ti­on and con­ti­nuous opti­mi­za­ti­on. Additional SEO and Social Media activi­ties were plan­ned to increa­se the shop’s publi­ci­ty even further.

Conceptional design and imple­men­ta­ti­on of a digi­tal busi­ness model

Developing ALDI into a domi­nant brand in the digi­tal world was the main goal of this pro­ject. To reach this goal, we deve­lo­ped an easy-to-use no-frills online shop: Choose your plan, place your order, done. It just takes three clicks to have your new free sim card deli­ve­r­ed to your doorstep.

  • Conceptual design and imple­men­ta­ti­on as well as con­ti­nuous tech­ni­cal opti­mi­za­ti­on of the online shop
  • Continuous traf­fic increa­se despi­te redu­cing adver­ti­sing costs
  • The result: A low cost per order unusu­al for the who­le industry

Organic traf­fic is key to success

We stron­gly belie­ve that search engi­ne opti­mi­za­ti­on is the way out of the grips of gate­kee­pers like Google, Facebook, Amazon & Ebay. We no lon­ger want to sup­port this auc­tion logic and opt for owned digi­tal desti­na­ti­ons to gene­ra­te reach and brand buil­ding – which essen­ti­al­ly means trust.

For that rea­son, we instal­led a SEO task­force that sup­por­ted ALDI as part of the pro­ject team on location.

  • Development of a com­pre­hen­si­ve SEO stra­te­gy and defi­ni­ti­on of a KPI set
  • Installation and fur­t­her deve­lop­ment of the IT infra­st­ruc­tu­re incl. role-based reports & dashboards
  • Supporting the shift of mar­ke­ting bud­gets from expen­si­ve one way cam­pai­gn traf­fic to sustain­ab­le SEO traffic
  • Efficient SEO sup­port for IT, pro­duct and edi­to­ri­al staff as well as agen­cy QA
  • High-end con­tent pro­duc­tion support

 

We love our numbers

The defi­ned KPIs were being moni­to­red dai­ly and repor­ted wee­kly to the manage­ment. These num­bers ser­ved as the basis for onsite opti­mi­za­ti­ons and out­per­for­med our ambi­tious goal – alt­hough we had to deal with a rocky start.

  • After a traf­fic decrea­se our adjus­ted actions for impro­ving the online shop resul­ted in increa­sing visits and a remar­kab­ly lon­ger visit duration
  • We were able to put a num­ber on the „rese­arch online, buy off­line” users by ana­ly­zing sim card activations

Social Media as a resour­ce: Valuable first-hand mar­ket insights

Social Media was both a means of com­mu­ni­ca­ti­on as well as a data pro­vi­der: We were able to increa­se the shop’s publi­ci­ty through an active com­mu­ni­ty manage­ment and blog­ger rela­ti­ons, visits from tho­se sites increa­sed continuously.

A wee­kly Social Media ana­ly­sis pro­vi­ded infor­ma­ti­on on user-rele­vant topics and how the­se peop­le talk about the brand. The con­clu­si­on: ALDI TALK is a brand users talk about in the most posi­ti­ve way, it has the most satis­fied custo­mers (which inde­pen­dent stu­dies attested, too.) The recom­men­da­ti­on rate is excep­tio­nal­ly high com­pa­red to other ser­vice providers.

  • Activating brand advo­ca­tes lead to an even bet­ter brand and pro­duct per­cep­ti­on among users
  • Improvement of the qua­li­ty of the infor­ma­ti­on avail­ab­le online by joi­ning the con­ver­sa­ti­on in rele­vant online communities
  • First-hand mar­ket rese­arch: Valuable insights for the pro­duct management