Aldi UK opens online toy shop

Date : 29 October 2019

Aldi has expanded its online offering by launching a new shop dedicated to toys. We look at this and how the discounters are increasingly exploring online.

Getting ready for the festive period

Source: Aldi

Aldi has launched its toy shop in time for Christmas. There are 240 items listed on the online portal, including dolls, books and outdoor toys. The products will be a mix of private label and brands, with the likes of Hot Wheels, Disney and LEGO included in the range. Prices range from a £1.99 make your own slime kit, to a £179.99 6ft pool table. Delivery is free on orders over £20.

This will help to encourage more family shoppers at a crucial time of year. By capturing the larger household basket, Aldi can grow average transaction value. As we have seen shoppers perceptions change, from utilising Aldi to top-up their shop, to fulfilling the weekly shop needs, families have become a more important group for the retail to target.

Growing importance of online to Aldi and Lidl

Online is the fastest-growing grocery channel in the UK. However, the cost and complexity of ecommerce is not a natural fit for discount operators. As online shopping increasingly becomes the norm, discounters run the risk of losing out to competitors. In response to this we are increasingly seeing the discounters develop their online proposition, and expect this to continue in the future.

Aldi has slowly been building on its online offering for the past few years. It has added spirits, Special Buys and staples such as coffee pods and health and beauty to its initial wine offering. It also sells Christmas hampers that contain a range of products including alcohol and food.

Lidl has recently said it is "actively exploring" ecommerce in the UK for the first time.

Looking for more Aldi insight?

For subscribers, check out our how discounters are winning with families presentation.

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