AARP is out with a new study, conducted on Long Island, in New York, in which it sought to determine which retailer was cheaper for groceries - Walmart, Aldi or Ahold Delhaize-owned Stop & Shop.
The comparison shoppers were "armed with a list of 30 grocery items" and "the totals are based on non-sale prices and do not include coupons, loyalty discounts or taxes."
The basket price at Walmart was $88.37. At Aldi, $90.91. And at Stop & Shop, $114.49 (more than 26 bucks more expensive than at Walmart).
- KC's View:
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Let's be clear. Studies like these are snapshots of moments in time.
But I think it makes a point similar to one made in a new dunnhumby reports that we analyzed yesterday, that companies like Walmart and Aldi are best positioned to cater to a personally fiscally conservative customer base that is only going to grow over the next three decades.
If the analysis is right, then retailers like Stop & Shop may find themselves in a precarious competitive position, and will have to find ways to effectively communicate both value and values in ways that transcend price.
