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E-discounters: Will the advent of Aldi and Lidl online break down the German discounters biggest barrier, that of location?

• 27% of Aldi shoppers claim that they are likely to shop online at Aldi if the service was made available to them
• Similarly, 22% of Lidl shoppers claim that they are likely to shop online at Lidl if the service was made available to them
• This interest level is mitigated by a resistance to online shopping in general. When we look at Aldi and Lidl shoppers that already order their groceries online, elsewhere, online interest rises to 44% for Aldi and 39% for Lidl
• Online interest amongst non-discounters is unsurprisingly much lower. 11% of people who do not currently shop at Aldi would be very likely to shop online at Aldi if they could; and 10% of people who do not currently shop at Lidl would be very likely to shop online at Lidl if they could
• However, the move to online should encourage a small selection of...

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