ALDI Good Different Phase 2: Questioning the cult of loyalty

ALDI, a supermarket, revealed the false benefits of loyalty programmes and increased revenue with its Pointless Points campaign in Australia.


ALDI is proudly Good Different. In the past our highly effective brand platform has been used to demystify how we help shoppers save. However, in a world of competitor shiny loyalty rewards cards and yoyo pricing, real value was becoming harder for s

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