Discount chain Aldi Süd has turned into a lifestyle partner thanks to its new inspirational platform where consumers can find anything ranging from gardening tips to fashion advice.
Content marketing for daily life
Aldi Inspiriert is discounter Aldi Süd’s new online platform for the German market. The supermarket chain aims to use the digital communication channel to strengthen its Aldi brand through content marketing. Consumers can find all types of tips and information, ranging from recipes to fitness and fashion tips and gardening help.
Similar to a lifestyle magazine, the website has six categories: drinks and food; home and decoration; garden; health and wellness; family and children; travel. Visitors can also personalize the website: they can filter the content to their heart’s delight thanks to a series of category-specific preferences.
“We want to strengthen a customer’s bond with Aldi Süd by giving them inspiration for their daily life”, communication director Natascha Vrchoticky said. In the long term, the website should become a central hub for the retailer to post different types of content, all focused on entertainment.
It will not become a channel for discounts, folders or job applications, the company emphasized. Aldi Inspiriert’s inspiration is the consumer magazine it has published twice a year since 2015.
