Aldi Süd has launched a new brand to oversee digital initiatives in over 7,300 of its stores around the world.

Aldi DX will oversee the IT, business and analytical capabilities of the discounter.

The department, previously known as Aldi Süd IT, has overseen the introduction of digital price tags in stores which display prices and product information digitally in real time.

Additionally, it was responsible for implementing a checkout free store in London.

Originally owned by brothers Karl and Theo Albrecht, the siblings decided to split Aldi into two sperate entities in 1960 while still trading under the Aldi brand name. Aldi Süd operates stores in 11 countries including the UK, Italy and Switzerland while Aldi Nord owns shops in France, Spain and Poland.

Aldi Süd said the “D” in Aldi DX stands for digitalisation, data, IT and technology while the “X” reflects its experience, transformation and the added value that the digitisation arm will create.

The company said that Aldi DX reflects its mission to “rethink and reshape” retail through its IT strategy and its values.

Aldi Süd added that the brand brings together its IT-related initiatives and underlines the firm’s belief that data and technology are key drivers for success.
Aldi DX will have around 3,700 employees, with supermarket chain planning to recruit more.

Wolfgang Frisch, chief information officer at Aldi Süd, will lead Aldi DX.

“ALDI DX underlines our unique culture of trusting and respectful collaboration, openness for continuous learning and working towards one common goal,” he said. “Together, we rethink retail with the aim of jointly bringing the Aldi Süd discount concept into the future.”

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