At a time when customer journeys are becoming more diverse, physical stores remain the preferred place for the French to do their shopping. Aldi has placed local issues at the center of its marketing and media thinking.
Adrien Arnaud, GSA sector manager at Waze, talks to Mathilde Papin Girardeau, Strategy and Media Buying Manager at Aldi France, to understand how the brand builds its media activations to meet the needs of each store in order to maximize traffic at the point of sale and establish itself as a key player in the French food retailing industry.
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