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Belgium: ALDI buries paper price label

Discount Retail Chain ALDI Belgium will switch from a paper to a digital price label in all its stores. In this way, the discounter simplifies its operations and can respond more quickly to price changes and promotions.


The time when consumers read prices from pieces of paper is over. ALDI is going to replace the paper price labels with digital screens in all its stores.


"Working with digital price indications is much more efficient. With the push of a button, we are able to adjust a price immediately in all our stores. As a discounter, we are constantly looking for ways to make our operation as simple as possible. We can further invest the costs we save in our low prices," says Céline Rotthier, Sales Manager at ALDI Belgium


And an additional advantage for the customer: "In this way, we are able to respond even faster to price drops or promotions," Rotthier continues.


Red, white, black, yellow

Belgian consumers are sensitive to the legibility of price labels.


"We know that our customers appreciate the readability and size of our paper price labels and price placards. Our customers don't have to worry: the dimensions of the labels remain unchanged. In addition, each digital label will be structured in the same way for clear and well-organized information.", mentions Céline Rotthier, Sales Manager at ALDI Belgium


ALDI will use screens in 4 different colours:

  • Red for promotions or price drops.

  • White for the regular prices in the fixed offer.

  • Black for new products in the fixed range.

  • Yellow for products that allow customers to earn bonus points within the new ALDI loyalty program.


The switch will be done in phases. First, it will be the turn of the stores in East and West Flanders. By the end of this year, all 445 Belgian ALDI stores will be equipped with electronic price labels.



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