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A Quarter For Your Thoughts on Inconveniencing Your Customers

Disclosure: We’re big fans of ALDI.

The German-based grocer sells mostly private-branded food items in clean, no-frills stores. Shoppers bring their own bags or pay for paper or plastic bags at checkout. The shopping carts are locked up, outside the store entrance. To unlock a cart costs a quarter –it’s just a deposit, fully refunded when you return the cart, but honestly, it’s kind of a hassle.

And ALDI shoppers don’t seem to mind.

Yes, we’re talking about shopping in the 21st century, when convenience is king. When online grocery orders are delivered to your door, and boxes from meal-prep companies are popping up on porches in even middle-class neighborhoods. When standing outside to unlock a grocery cart seems more than quaint. In fact, it’s a bit of a hassle.  

It’s pretty obvious that ALDI isn’t competing with convenience-crazy, SKU-heavy superstores or even large regional grocers. It’s also clear ALDI has a very loyal following.

In 2018, ALDI started using the tagline “Shop Differentli.” Maybe it was a blatant steal from the classic VW “get a box” ad campaign, or maybe it’s just good marketing – because it’s good communication.

There’s no butcher on site at ALDI. You can’t get a custom cake or helium balloon or even a cup of coffee. But the prices are pretty darned good, and the so is the service. And that seems to be what ALDI shoppers want. Knowing what your customers want, and explaining that you offer it – in a clear, honest and engaging way – that’s a good start on good marketing.


Do you know what your customers want? Do you know what they love about the way you do business? That’s what your marketing should communicate; that’s the way to attract more of the customers who will nurture your business.

Business Specialties

The people behind Nurture Marketing & Communications know and love plants – including manufacturing plants – and a lot of other kinds of business, too.

In fact, we know more about B-to-B and B-to-C business marketing than we do about biology. Don’t let the images of plants and flowers, birds and bees, dirt and county roads fool you. We’re about good, home-grown, organic communication and customer service programs, and we’ve worked with businesses in the accounting, engineering, manufacturing and med/tech and public service sectors.

Companies and Organizations We’ve Worked With

Our B-to-B customers are in aerospace, engineering, chemical manufacturing, robotics, transportation, the automotive aftermarket, and other not-very-flowery fields.

We have also worked with companies (and a few not-for-profit organizations) who provide accounting, housing, legal, beauty, and other services.

No matter what kind of business you operate, if you’re interested in growing your business in a sustainable way based on good communication and business practices based in good customer service practices, we’d love to work with you. Please get in touch.

Good Communication is Good Marketing

Marketing is supposed to deepen customer relationships. Unfortunately, much marketing fails because it is not helpful to customers.

Some marketing programs fail because they are convoluted and complicated from an operational standpoint. In other words, they’re a pain in the …neck for employees and customers.

When marketing programs and strategies are built on the business backbones of customer service and operations, good things happen:

Your employees get behind the programs because they make sense

 Your customers understand and appreciate the programs because they offer clear (not contrived) benefits and value

Your business grows, based on good communication


Make sense? Want to develop marketing programs that serve both your business and your customers? That’s what Nurture Marketing is all about. Get in touch.