Proposal Introduction
2D Shopping is a term inspired by Tesco’s “2D stores” (Forbes, 2015), where
advertisement banners of ALDI’s products (resembling the shelves, we see at the physical
locations) can be displayed at high commuting locations such as subway stations and bus stops.
To buy the products from the 2D stores, commuters can scan the QR code labeled under the
products either with their phone camera or the existing QR reader on the ALDI app. This will
automatically open the ALDI app page of the products the commuters want to order, which they
can then add into their carts before checking out. This can be seen in Figure 1.
Figure 1: Image of “2D store” displayed on a backlit diorama at a bus stop shelter, illustrated by
group ALDI-1211-2 (2022).
Not only does 2D Shopping reduce queuing time for customers, but it also acts as an
advertisement strategy for ALDI to attract new customers and increase the frequency of regular
customers shopping at ALDI. Thus, expanding ALDI’s customer base.
As ALDI’s goal is attentive toward the environment, we decided to display the 2D stores
on electric banners at the commuting locations, especially during high commuting hours. This
would minimize any resources being used and achieve sustainability. Furthermore, less
customers would use their cars to drive to supermarkets. Instead, they would rely on ALDI’s
, efficient delivery service by ALDI green electric delivery vans at multiple stops. In such ways, less
resources are used, less space is occupied, and less vehicles are used for grocery shopping, thus,
leading to carbon footprint improvements.
The Role of ALDI regarding Technology
Development & Information Systems
ALDI’s role in technology development can be found in how it can commercialize the
existing digital advertising technology. Since 2D Shopping would pioneer the way QR codes and
backlit dioramas will be used in the US transit marketing setting, it enhances diversity in
marketing strategies and shape how our society will shop in the future. Consequently, the fact
that 2D Shopping minimizes the technological resources to produce profitable business
outcomes can give us a sustainable way of using hardware. Therefore, ALDI plays a creative role
in the development of technology.
From the perspective of ALDI’s existing information systems, our proposal can increase
the efficacy and efficiency of the Data and People components. The Data component can be
improved by data collection, for instance, of real-time sales and the shopping frequencies by
demographics with the ALDI app. Data collection provides more knowledge on the customer
behaviors and preferences for ALDI employees in the app design, database, marketing, and
customer service departments. Marketing strategists can target future 2D stores more
effectively while app designers can make the ALDI app more personalized to customers.
The Effect on ALDI’s Existing Business Processes
One of the processes that would improve the business process would be “Process
Order” because of the increase in efficiency and the data collection of real-time sales through
the ALDI app. This also improves the “Customer Credit Check” as the ALDI app can track the
customers’ behavior in relations to 2D Shopping – enabling data integration across all related
departments and minimize order processing errors.
Porter's Five Forces
In order to focus on the effect this proposal will have on ALDI’s positioning along the
Porter’s five forces in the grocery industry, we will only discuss its effect on these three Porter's
forces: threat of new entrants, threat of substitutes, and bargaining power of suppliers
(Investopedia, 2022).
The Threat of New Entrants will be lowered as ALDI will be locating the 2D stores in high-
traffic areas, which is equivalent to a spending of approximately 6,000 USD per month on
advertising space (Blue Line Media, 2022). Eventually, ALDI’s 2D stores can set a challenging
barrier to entry with the following advantages it already possesses: the enormous investment
required for effective advertising space, the existing competitive pricing system, the variety of
grocery products of more than 1000 in each store, and the existing ALDI app on mobile devices.
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