ALDI.com.au

    Websites & Apps
    Technology
    CX CRM & Commerce Strategy

The Challenge

ALDI Australia needed to upgrade their website as part of a global rollout—complete with a new CMS, core templates and a fresh mandate to display real-time product information and pricing for the first time ever. The platform came with fixed components and global design conventions, but it was up to us to bring it to life in a way that felt right for the local market. Oh, and we had to migrate and modernise over a decade’s worth of content in the process. LET’S GO!

Insight

This was more than a design job—it was a content transformation. Working with SEO specialists Razorfish, we dug deep into what Australians were actually searching for and how they found it. This formed the foundation for effective product titles, content hierarchy and image tags. For a brand that had never optimised for search before, this was a game-changer. We also mapped user journeys through light CX testing to ensure the site didn’t just look good, it worked hard.

aldi.com.au

Global template localisation, but make it Good Different

ALDI handed us a global framework and a bold ask: make it local, make it seamless, make it sparkle. We built a uniquely Australian experience inside a strict international system—and turned a utility site into a live hub for price-savvy shoppers.

We brought the full Publicis brain trust to the table. From SEO strategy to UX flows, image authoring to design direction, this was a networked effort powered by sharp collaboration.

aldi.com.au
aldi.com.au

Data-led everything
We kicked things off with keyword research, content audits and UX testing to map a clearer, cleaner path through ALDI’s content.

Postcode-level personalisation
For the first time, Aussies could browse product information, availability and pricing specific to their local store, automated in the background, effortless on the front-end.

A design system with a local pulse
We developed a flexible design system just for ALDI Australia, and a simplified UI that’s already influencing above the line creative.

aldi.com.au
aldi.com.au
aldi.com.au

Impact

  • Search Surge – With SEO baked in from the start, search impressions rose 130% YoY. 
  • Digital-to-Brand Influence – Our digital design system helped shape ALDI’s broader visual language. 
  • Shifting Customer Behaviour – +27% homepage sessions with 32% bounce rate. A new destination in the customer journey.
  • 130%

    YoY uplift in search impressions

  • 27%

    spike in home page sessions

  • 32%

    bounce rate