Revolutionary change at Aldi. It will hit seniors, among others

Millions of consumers have the habit of looking through brochures from individual stores to help them decide what to buy and for how much. Everything indicates that soon Aldi customers will no longer have this option.

Aldi is giving up on traditional leaflets

According to the website dlahandlu.pl, the chain wants to abandon paper advertising leaflets in favor of digital advertising. However, this will not happen immediately; Aldi plans a testing phase to see how customers will react to the changes.

There may be no enthusiasm in this matter, as Rewe’s experience shows. Last summer, the chain announced a complete abandonment of advertising brochures. The protest from customers was huge. Today, however, Rewe claims that the changes have brought positive effects and after about six months of functioning without a paper brochure, sales have increased.

Will others follow in Aldi and Rewe’s footsteps? According to experts, it’s only a matter of time, due to printing costs and expensive paper, among other things. The chains themselves are more willing to raise environmental issues. Lower demand for paper leaflets means lower CO2 emissions.

Rewe representative Peter Maly calculates that the elimination of paper brochures has contributed to saving over 73,000 tons of paper, reducing CO₂ emissions by 70,000 tons and reducing water consumption by 1.1 million tons.

The potential for savings at Aldi is significant, as its brochures can sometimes run to more than 30 pages and are twice as long as those of other retailers.

On the other hand, the lack of a newspaper may discourage potential customers, including seniors, many of whom may be wary of digital solutions.

As mentioned, Aldi is currently planning a test phase. The use of new forms of advertising communication will initially only apply to Aldi Süd. The process of phasing out paper brochures is scheduled for August 19.