Discount Retail Chain Aldi Belgium, started a year ago with the milk packaging of Aldi's own private label brand 'Milsa' have a QR code that leads you to the digital advertising brochure. According to Aldi, the project is so successful that the supermarket now also puts the codes on other products, on the shopping cart and the receipt. In the meantime, the paper leaflet will continue to exist.
"Market research tells us that Belgians are open to consulting digital leaflets, but find the road to them complex," says Isabel Henderick, Managing Director Marketing & Communication at Aldi. That is why the supermarket put a QR code on all milk briquettes of its own private label brand last year that leads you to the folder. And that has not missed its purpose: "We saw in the past year that our digital leaflet was consulted more often. Compared to a year ago, that increased by 15 percent." That is why Aldi is now going to put the QR code on other products as well.
Cheese, sandwiches and bread bags First comes hazelnut spread, later packaging with cheese and sandwiches. All products that sell well at Aldi and are therefore regularly on the kitchen table with some families. In addition to the product packaging, the QR code also appears on the shopping cart, the receipt, the bread bags and the bags for fruit and vegetables.
The paper leaflet will continue to exist For the sake of clarity, the paper leaflet will remain. "To date, the paper leaflet is one of the most effective ways to reach Belgian households directly," says Henderick. "The purpose of this application to our product packaging is to further increase the reach of the digital brochure, but of course consumer behaviour must also evolve along with this. That takes time".
