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The Challenge

Aldi’s Specialbuys have a cult-like status, with the supermarket noting that customers often set their alarms for 8am on a Sunday to be the first to see the newly-updated Specialbuys online page and get their hands on the must-have items which go live online on a Sunday, and can be found in store on a Sunday and Thursday. With many of the Specialbuys selling out fast, Aldi wanted to test social proof messaging from Taggstar on the Aldi app to help extend the visibility of Specialbuys and help customers secure purchases in time.

The solution

Aldi tested eight message types on its app with a full funnel implementation across its Specialbuys category. Message types included ‘Selling Quickly’ and ‘Top Seller’ as Aldi worked hard to ensure its customers knew what products were popular. Category Best Seller messaging and Review messaging, which aggregates 5-star reviews and product recommendations from Bazaarvoice, also further improved the customer buying experience, giving customers increased confidence in their buying decisions.

“We already know that social proof messaging works well on our website, but to see similar successes on our app has been really exciting. Given the ‘once they’re gone, they’re gone’ nature of our Specialbuys, social proof messaging from Taggstar has proved a good fit, especially for customers on the move who are wanting a slicker shopping experience.”

Kara Greatorex, Managing Director of National IT and eCommerce

The Results

Aldi has previously seen impressive results with the implementation of social proof messaging on its website. The introduction of social proof messaging on its app has been just as successful, with the retailer witnessing a good conversion rate uplift over the period.

The retailer is now looking to expand social proof messaging to other categories on the Aldi app, as well as looking at further optimisation of existing social proof messaging across its website and the app.

Testimonials

Kara Greatorex, Managing Director of National IT and eCommerce at Aldi UK, said: “We already know that social proof messaging works well on our website, but to see similar successes on our app has been really exciting. Given the ‘once they’re gone, they’re gone’ nature of our Specialbuys, social proof messaging from Taggstar has proved a good fit, especially for customers on the move who are wanting a slicker shopping experience.”

Peter Buckley, CRO of Taggstar, said: “Our customers see best results when they continue to optimise their social proof messaging. We are delighted to have taken Aldi on a tailored roadmap that has seen the company extend social proof messaging to their app in their dedication to do all they can to help their customers make better buying decisions whatever channel they are using to shop.

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