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“Supermarkets don’t understand”: inside the extraordinary rise of Aldi

Aldi has figured out how to give consumers what they didn't even know they wanted—and the "Big Four" can't keep up

By Jessica Brown  

When it comes to supermarkets, everyone hates the trollies, and we all feel our hungriest around the fresh bread aisle. Decades of carefully-honed strategy placed the sweets by the till and the vegetables by the entrance, and gave away free coffees and newspapers with loyalty schemes.

But recently, everything we thought we know about the psychology of the weekly shop has been upended, because one supermarket is challenging everything the industry thought to…

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