€53 billion (2010)
How they do it: Aldi combines the selling of groceries with weekly changing non-food offers. The attractive non-food offers attract a lot of customers to their store including those who might wouldn’t shop their otherwise.
How they do it: Aldi focuses on providing its customers with cheap groceries, offering both own brand products as well as other brands. The shopping experience is kept on a basic level as the products are mainly presented in open boxes (warehouse style) opposed to presenting them individually on a shelf.
Target The Poor
How they do it: With both its food and non-food offerings, Aldi tries to be price leader, offering the lowest prices for both basic (own brand) products as well as known brands.