{"id":33064,"date":"2019-05-06T08:28:49","date_gmt":"2019-05-06T08:28:49","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/aldi-germany-higher-prices-bigger-promotions\/"},"modified":"2019-05-06T08:28:49","modified_gmt":"2019-05-06T08:28:49","slug":"aldi-germany-higher-prices-bigger-promotions","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/aldi-germany-higher-prices-bigger-promotions\/","title":{"rendered":"Hogere prijzen, diepere promoties bij Aldi Duitsland"},"content":{"rendered":"<p>Op zijn Duitse thuismarkt stuurt discounter <strong>Aldi<\/strong> de prijsstrategie bij: de vaste lage prijzen gaan voor sommige producten omhoog, om budget vrij te maken voor diepere promotie-acties op merkproducten.<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>Negatieve spiraal<\/h2>\n<p>Sinds begin dit jaar voeren zowel Aldi Nord als Aldi S\u00fcd in Duitsland prijspromoties op A-merkartikelen. Dat betekent een ommezwaai: traditioneel hield de retailer immers altijd vast aan een strategie van vaste lage prijzen, maar die aanpak werd minder aantrekkelijk naarmate concurrenten vaker met sterke promoties uitpakten. Met de nieuwe strategie viseert de discounter vooral rivaal <strong>Lidl<\/strong>, die al langer inzet op aanbiedingen met merkproducten. Het gevolg is echter een negatieve prijsspiraal: zowel Lidl als <strong>Rewe<\/strong> reageren op hun beurt met prijsverlagingen, zodat de marges verder krimpen en acties steeds minder rendement opleveren.\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Om meer speelruimte te hebben voor prijsacties, <a href=\"https:\/\/www.lebensmittelzeitung.net\/handel\/Positionierung-bei-Markenartikeln-Aldi-aendert-Preisstrategie-140540?crefresh=1\" target=\"_blank\" rel=\"noopener\">verhoogt de discounter nu de vaste prijzen van een aantal merkartikelen<\/a> tot op het niveau van de concurrentie, meldt Lebensmittel Zeitung. De prijs voor een doos Langnese Cremissimo ijs bijvoorbeeld (een merk van <strong>Unilever<\/strong>) is verhoogd naar 3,29 euro, terwijl dat product in promotie tussen 1,85 en 1,99 euro wordt geprijsd. Of de koerswijziging een slimme zet is, valt af te wachten. Artikels in Duitse media benadrukken vooral dat Aldi nu duurder is geworden.<br \/>\n\u00a0<\/p>\n<p>Om elk misverstand te vermijden, benadrukt Aldi Belgi\u00eb intussen dat de nieuwe prijsstrategie uitsluitend speelt op de Duitse markt: \u00a0\u201cWij hebben geen plannen om onze prijzen op te trekken\u201d, aldus Johan Van de Wiele, directeur van Aldi Inkoop. \u201cWel integendeel: we investeren net in een blijvende prijsverlaging voor tal van producten, zoals heel recent nog onze grijze garnalen.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Op zijn Duitse thuismarkt stuurt discounter Aldi de prijsstrategie bij: de vaste lage prijzen gaan voor sommige producten omhoog, om budget vrij te maken voor diepere promotie-acties op merkproducten. \u00a0 Negatieve spiraal Sinds begin dit jaar voeren zowel Aldi Nord als Aldi S\u00fcd in Duitsland prijspromoties op A-merkartikelen. Dat betekent een ommezwaai: traditioneel hield de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":33062,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-33064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hogere prijzen, diepere promoties bij Aldi Duitsland - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Op zijn Duitse thuismarkt stuurt Aldi de strategie bij: de vaste lage prijzen gaan voor sommige producten omhoog, promoties op merkproducten worden dieper.\" \/>\n<meta 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