ALDI wanted to enter the market, but avoid any major website project delays and have a responsible level of investment during the introductory phase. Playhouse provided a more start-up centric approach by offering a holistic solution that phased in features and functionality as it made sense from a revenue point of view.
ALDI were able to sell liquor in their stores but were often limited by space available to display a full range. This lead to a mix of products on the shelves depending on which store you visited. Coupled with competition from Dan Murphy's, it made sense for ALDI Liquor to move online.
WHAT WE DID
Step 1: Provide core tools and a focus on the basics to ensure value for money was gained from the platform with limited customisation.
Step 2: Partner with subject matter experts who can multitask and translate. Blended model from both ALDI Liquor and Playhouse to ensure the team can "expand" without a length recruitement process.
Step 3: Maintain focus on what helps the customer. Key is adding information, modifying pricing, removing obstacles to navigation & improving the delivery model. Online shopping is about convenience and ease of use.
After 2 years of growth, ALDI has a solid foundation for the future, with sales practically doubling year on year and conversion rates exceeding industry KPI’s.