Aldi is the common brand of two leading global discount supermarket chains with over 10,000 stores in 18 countries, and an estimated combined turnover of more than €50 billion. Based in Germany, the chain was founded by brothers Karl and Theo Albrecht in 1946 when they took over their mother's store in Essen, which had been in operation since 1913.
The business was split into two separate groups in 1960, that later became Aldi Nord, headquartered in Essen; and Aldi Süd, headquartered in nearby Mülheim. In 1962, they introduced the name Aldi. In Germany, Aldi Nord and Aldi Süd have been financially and legally separate since 1966, although both divisions' names may appear with certain store brands or when negotiating with contractor companies. The formal business name is Aldi Einkauf GmbH & Compagnie, oHG.
Aldi's German operations consist of Aldi Nord's 35 individual regional companies with about 2,500 stores in western, northern, and Eastern Germany, and Aldi Süd's 32 regional companies with 1,600 stores in western and southern Germany. Internationally, Aldi Nord operates in Denmark, France, the Benelux countries, the Iberian Peninsula, and Poland, while Aldi Süd operates in Ireland, Great Britain, Hungary, Switzerland, Australia, Austria and Slovenia. Both Aldi Nord and Aldi Süd also operate in the United States; Aldi Nord is owner of the Trader Joe's chain, while Aldi Süd operates as "Aldi".
|Area served||Australia, Austria, Belgium, Denmark, France, Germany, Hungary, Republic of Ireland, Luxembourg, Netherlands, Poland, Portugal, Slovenia, Spain, Switzerland, Great Britain, United States|
|Founded||23 June 1913; 103 years ago (23 June 1913) 10 July 1946 (split in two parts in 1960, renamed to Aldi Nord and Aldi Süd in 1962)|
|Owner||Siepmann Foundation, (Aldi Süd) Markus Foundation, (Aldi Nord)|
|Headquarters||Essen, Germany (Aldi Nord) Mülheim, Germany (Aldi Süd)|
|Products||Food; Beverage; Sanitary Articles; Household Goods|
NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.
It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.
The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.
Yes, it is.
Net Promoter Score is a number from -100 from 100.
Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.
The industry average for Consumer Brands / Grocery is 24.
The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.
Consider an example: If Aldi sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.
On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.
Therefore, comparing the NPS score of Aldi with your own without any further context is not that useful.
What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.
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