An honest relationship is a solid basis for a good relationship. That is what Aldi must have thought when it started communicating about the expected price increases. For a company that is characterized as silent and closed, this is at least a remarkable action. Aldi first communicated in Germany, then in the Netherlands and last Friday, Aldi published an ad in some newspapers in Belgium announcing some price reductions as well as 'price increases if we really have to'. A positive act for the brand or not?
Read all about it in this week's column.