(ANSA) – MILAN, JUN 24 – Almost one in two Italians (48%) chooses the discount store for their weekly shopping. Offers and promotions remain the main drivers of choice for about half of consumers, who are looking for “convenience and quality” in their purchases. About 30% go to the discount store to find products not available in traditional supermarkets, while almost one in four consumers also go there to stock up. This is the photograph that emerges from the AstraRicerche survey commissioned by Aldi, part of the German group Aldi Sud, present in Italy for four years.
Especially appreciated by 35-44 year olds (54%), according to the study, discount stores are increasingly popular even among those with greater purchasing power. To influence purchases, are first of all promotions (in 45.7% of cases), but also the advice of relatives and friends, followed by online reviews. Shopping is also at the center of advice and guidance from neighbors, explains the survey conducted on 1,019 people between the ages of 15 and 70, according to which the condominium represents one of the ideal places for word of mouth. Half of the respondents say they try a supermarket or discount chain if recommended by others. “The point of sale, especially after the pandemic, has become a real garrison on the territory, where people can feel at home and build solid relationships”, says Michael Gscheidlinger, Country Managing Director Italy of Aldi, adding that “today it is no longer only savings to convince consumers but also key concepts such as quality, freshness, Made in Italy, reliability and sustainability “. And it is precisely the condominium that is the protagonist of Aldi’s latest advertising campaign, signed by McCann Worldgroup Italia, in which “the convenience and quality of the ‘Aldi Price’ arouse interest and curiosity among the condominiums and are the protagonists of their chatter”. (HANDLE).
Source: Ansa
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