It goes without saying that the supermarkets are an essential part of life during lockdown. It’s where Sydney-siders and Melbournites go to shop online for food and essentials. Aldi is a bit different though. Their “special buys” program has seen them grow immeasurably in the Australian market, stealing market share from the incumbents, Coles & Woolies.
With the recent Australian / NZ travel bubble, Aldi’s 2021 snow gear sale was a particular success with items as low as $19.95. One family took advantage of this with their looming trip to NZ’s Queenstown, with the whole family excited about the prospect of their first family ski trip together and first overseas trip since the lockdowns began in March 2020.
Loading up on over $700 in snow gear and winter warmer accessories for mum, dad and the kids, the family was comfortable that a 60 day returns policy would protect them from any downside risk that the bubble would close. Sadly, due to the recent outbreak, the bubble closed and the clock started ticking.
Compounding their issue, the order from NSW Health was very clear; “do not leave home unless for an essential reason”. While groceries are deemed essential, returning unused ski gear is not.
It’s rare that a Managing Director of a supermarket chain as large as Aldi would intervene, but after receiving an email about the families’ predicament, Alex Foster, MD of Aldi Stores wrote: “Don’t worry, I’ll extend the time for your refund. Isolation is tough, this is the last thing you need to worry about. Good luck and stay safe.”
Not only did this immediately appease the worried family who thought they missed their opportunity to receive their promised refund, but an email from the Managing Director with an offer to call him on his mobile directly is just another reason why Aldiis poised to dominate the Australia market. With their incredible low prices, amazing Special Deals and the personal touch that comes with an email from upper management, they are going to be hard to beat.
Aldi is not your average supermarket. They are not satisfied with the status quo, or doing things that other supermarkets do. By doing things differently, they provide top quality products at the lowest prices.
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