docjames
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- Jul 10, 2007
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I think they also need to work on their range mix (house label vs brands) and pricing if they want to drag shoppers back from Aldi. The F points is one piece of a puzzle so it wont be the "golden bullet" for them to win back market share, it needs to be tied to other improvements.
We were rusted on WW shoppers, got sick of the out of stocks, expensive pricing and then the FF points went around the same time as we happened to be shopping in a different suburb and "trialled" Aldi (we are a family of 2a+2c).
Our weekly shop went down by 35-50% in price. And Aldi ended up with >90% of all our supermarket shopping (with Coles getting most of the rest - WW used to be 95%+).
We've since been back to WW a few times recently and whilst there have been some improvements, the pricing is still more (although much closer), the service has improved (they opened a checkout unprompted before we could even get to the counter and saw us coming with a huge trolley last night) and the FF points aren't yet back.
So the FF points returning (albeit a reduced rate) will likely get us back more as long as the pricing remains close (not necessarily less) and their range isn't constantly out of stock!
We were rusted on WW shoppers, got sick of the out of stocks, expensive pricing and then the FF points went around the same time as we happened to be shopping in a different suburb and "trialled" Aldi (we are a family of 2a+2c).
Our weekly shop went down by 35-50% in price. And Aldi ended up with >90% of all our supermarket shopping (with Coles getting most of the rest - WW used to be 95%+).
We've since been back to WW a few times recently and whilst there have been some improvements, the pricing is still more (although much closer), the service has improved (they opened a checkout unprompted before we could even get to the counter and saw us coming with a huge trolley last night) and the FF points aren't yet back.
So the FF points returning (albeit a reduced rate) will likely get us back more as long as the pricing remains close (not necessarily less) and their range isn't constantly out of stock!