TOM 04 2024

Page 15 T O M
INNOVATIONS April 2024
ALDI SOUTH relies on
gamification to find applicants
With its new digital HR campaign,
ALDI SOUTH is focusing
on gamification in its
search for experts in sales. The
company is now immersing itself
in the world of gaming under
the motto „Level up“ and
using familiar game elements
that allow users to get to know
everyday working life in the
store in a playful way.
According to a recent study by
Bitkom Research, it is not only
the younger target group between
the ages of 16 and 29 who
regularly play computer or video
games in everyday situations.
74 percent of 30 to 49-year-olds
and 46 percent of 50 to 69-yearolds
also have a preference for
the gaming world. With the new
HR campaign, ALDI SOUTH
is addressing precisely this target
group and at the same time
making everyday working life
in sales virtually more tangible.
„As part of the core business,
my heart naturally beats for sales,“
says André Giesen, Group
Director Human Resources at
ALDI SOUTH. „At the ALDI
SOUTH Group, sales activities
are diverse and talent is not only
recognized, but also encouraged
and valued. Having fun at work
is particularly important to us,
ALDI SOUTH is looking for new applicants in innovative ways. Photo: ALDI SOUTH
as this is the only way to fully
utilize individual skills and performance.“
In order to achieve the greatest
possible attention, the campaign
will be played out in the form of
various clips on outdoor screens
and via Connected TV on Netflix
and Prime Video as well
as on YouTube. In addition,
Instagram users can try out the
campaign‘s gaming filter on the
ALDI SOUTH careers channel
for the first time and playfully
prove their skills at the checkout.
In this way, ALDI SOUTH
wants to address the target
group exactly where they are.
This is because almost 35 percent
of potential applicants
search for jobs or career-related
information on Facebook and
30 percent on Instagram. This is
how the ALDI SOUTH Group
aims to counteract the shortage
of skilled workers in its stores.
The media agency PHD Germany
and the HR marketing
agency EMBRACE are responsible
for the employer branding
campaign.
Smart shopping carts
instead of „Just Walk Out“
According to a report by
technology portal The Information,
Amazon wants to say
goodbye to its „Just Walk
Out“ cashierless supermarkets.
Instead, Amazon dash
carts, i.e. self-checkout tills
converted into shopping carts,
are to be used in most stores.
When customers place goods
from the shelf into the shopping
cart, these products are automatically
scanned and added
to the bill. The process can be
controlled via a touchscreen
on the handle of the Dash Cart.
Amazon has now confirmed the
switch to smart shopping carts
at Amazon Fresh locations in
Amazon wants to change the technology in its supermarkets.
Photo: AdobeStock
the USA: „Just Walk Out“ will
initially only be used in a small
number of Fresh stores in the
UK and in some Amazon Go
supermarkets.
Background: With the Just Walk
Out technology, a complex camera
system recorded every
inch of the supermarket. However,
instead of fully automated
computer monitoring, more
than 1,000 people in India are
to evaluate the exceptions and
mark them manually.
The cashiers were therefore
removed from the store and
placed elsewhere on the globe,
from where they observed the
customers. According to The
Information, around 700 out of
1000 purchases had to be analyzed
in this way because the system
was unable to do so. This is
well below Amazon‘s original
target of 50 out of 1000 visits.