Following a trial in 10 Aldi stores, distribution of the specially created greeting card selection and fixtures created by IG Design Group UK (DGUK) is to be extended to almost 100 stores. This development now encompasses all Aldi stores that are supplied by the retailer’s Cardiff distribution centre, which serves its stores in the South West as well as south Wales.
The DGUK roll out, which starts on April 8 and runs until the end of the month, comes swiftly after the news that Aldi’s greeting card trial with Card Factory in the north of the UK has also been extended, to all of its 121 stores in that region (https://www.pgbuzz.net/card-factory-opens-concessions-in-australia/).
Drawing on the results of the greeting card sales in the 10 stores involved in the initial Design Group UK trial, the publishing company’s team has worked with Aldi to tweak the offer and the cards’ presentation. To simplify the shopping experience for Aldi customers, all cards are to be offered at a single price point of 99p, a new fixture solution has been devised and the card selection has been refreshed. The initial Design Group UK trial involved 105 card designs sold at a number of price points. Now the selection has been trimmed down to 85 designs.
Commenting on the roll out, Design Group UK’s channel controller David Jackson told PG Buzz: “In line with Aldi’s strategy of offering best quality products at competitive prices, the creatively refreshed Aldi range continues to offer a breadth of styles, catering for all everyday greeting card occasions.”
This expansion builds on Design Group UK’s trading relationship with Aldi. In addition to being the supermarket’s main Christmas giftwrap and cracker supplier in the UK, it also produces a specialist range of licensed and fashion stationery.
Aldi is now the UK’s fifth largest supermarket. It trades from over 775 stores with over 130 new stores planned over next two years.
Top: (right-left) IG Design Group’s David Jackson, Laura Norgrove and Adrian Coates, with a mock-up of the initial Aldi designs in the company’s UK HQ.