{"id":61140,"date":"2022-08-17T15:23:00","date_gmt":"2022-08-17T13:23:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=61140"},"modified":"2022-08-19T14:36:28","modified_gmt":"2022-08-19T12:36:28","slug":"aldi-publiceert-digitale-folder-op-melkverpakkingen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/aldi-publiceert-digitale-folder-op-melkverpakkingen\/","title":{"rendered":"Aldi publiceert digitale folder op melkverpakkingen"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-61174\" data-id=\"61174\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1024x682.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-1024x682.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-768x511.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-1.jpg 1428w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"665\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-61176\" data-id=\"61176\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1024x665.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-1024x665.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-300x195.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-768x499.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2-618x400.jpg 618w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-2.jpg 1442w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"672\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-61178\" data-id=\"61178\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1024x672.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-1024x672.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-300x197.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-768x504.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3-185x122.jpg 185w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2022\/08\/aldi-folder-scan-3.jpg 1441w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Als eerste Belgische retailer gaat <strong>Aldi<\/strong> zijn digitale folder toegankelijker maken, via een QR-code op melkverpakkingen. De motieven? Kostenbeheersing en duurzaamheid.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Scan het melkpak<\/h2>\n\n\n\n<p>Voortaan kunnen klanten van Aldi een QR-code scannen op de melkverpakkingen, om makkelijk de digitale folder van de discounter te lezen. Aldi wil op deze manier de stijgende kosten voor het produceren en verspreiden van de folder onder controle houden, en ook duurzamer worden. De code verschijnt eerst op drie melkverpakkingen: vol, halfvol en mager. Melk heeft immers een groot bereik: 25% van de melk die in Belgi\u00eb wordt verkocht, komt van Aldi.<\/p>\n\n\n\n<p>De retailer plant het nieuwe initiatief de komende maanden sterk te ondersteunen met communicatiecampagnes. \u201cVoor ons is dit een testproject,\u201d zegt marketingdirecteur Isabel Henderick. \u201cHet vergt een gedragswijziging van onze klanten. Dat valt moeilijk te voorspellen. Maar we hopen dat we de omschakeling kunnen maken. De fysieke folder gaan we zeker niet afschaffen. We hopen hem op termijn wel af te bouwen.\u201d Al wordt het een langzaam proces: concrete doelstellingen of timings stelt Aldi niet.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Bij elke klant thuis<\/h2>\n\n\n\n<p>Aldi heeft vandaag al een digitale folder, te vinden op de website, in de app en op online folderplatformen. Die ziet er hetzelfde uit als de fysieke folder en bevat enkele digitale snufjes, zoals animaties, video en links naar extra productinformatie, maar het bereik is nog onvoldoende: slechts 10% van de Belgen leest de digitale folder. \u201cWe willen bij elke klant op de keukentafel thuis geraken.\u201d<\/p>\n\n\n\n<p>De folder is en blijft het belangrijkste communicatiemiddel voor Aldi, benadrukt Henderick. Hij heeft een aanzienlijke impact op de omzet en is ook voor de klant een belangrijk informatiekanaal. De Aldi-folder is bovendien de meest bedeelde en de populairste van het land. \u201cWe verspreiden wekelijks 4,4 miljoen folders, via huis-aan-huisbedeling en via de winkels. Hij werd drie jaar op rij verkozen tot beste folder van het jaar, met in 2021 ook de prijs van de vakjury.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">9 op 10 bekijkt folders<\/h2>\n\n\n\n<p>Uit een enqu\u00eate van iVox in opdracht van Aldi blijkt dat negen Belgen op de tien reclamefolders doorbladert. 72% doet dat zelfs wekelijks. De voornaamste redenen: prijzen vergelijken, de volgende shoppingtrip voorbereiden, promoties en acties ontdekken. Meer dan de helft van de respondenten zou vaker de digitale folder willen consulteren als die toegankelijker wordt, blijkt uit dezelfde enqu\u00eate. Daarom ontwikkelde Aldi deze nieuwe oplossing.<\/p>\n\n\n\n<p>\u201cDe folder wapent klanten tegen koopkrachtverlies,\u201d aldus Henderick. \u201cMaar we staan voor grote uitdagingen. De energie- en papierprijzen blijven stijgen. Ook de distributiekosten zijn aanzienlijk. En een typisch Belgisch fenomeen zijn daarnaast de gemeentetaksen.\u201d Het zijn kosten die Aldi onder controle wil houden, terwijl ook duurzaamheid een uitdaging is. Hoewel het een moeilijke evenwichtsoefening is, is de discounter in de loop van de jaren steeds minder papier gaan gebruiken.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Als eerste Belgische retailer gaat Aldi z\u2019n digitale folder toegankelijker maken, via een QR-code op melkverpakkingen. De motieven? Kostenbeheersing en duurzaamheid.<\/p>\n","protected":false},"author":3,"featured_media":61142,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[764],"people":[],"extra":[],"company":[203],"topic":[488],"region":[90],"class_list":["post-61140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-folder","company-aldi","topic-marketing","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aldi publiceert digitale folder op melkverpakkingen - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Als eerste Belgische retailer gaat Aldi z\u2019n digitale folder toegankelijker maken, via een QR-code op 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