How We Recruited Top Talent for ALDI With Digital and Mobile Ad Buys


  • Landing Pages
  • Search Engine Optimization (SEO)
  • AB Testing
  • Mobile Display
  • Facebook Ads
  • Geo-Targeting

The Challenge

ALDI is a leading global discount supermarket chain with over 10,000 stores in the USA, Australia, and 16 European countries. It also operates as Trader Joe’s in the United States. It is the third largest grocery store in the United States with over 2,000 locations.

It’s explosive growth has created a tremendous need for a continuous talent pool.

Staffing for over 2,000 ALDI stores in the United States isn’t easy. So, ALDI turned to Purplegator to update a traditional media recruitment strategy that was riveted in mostly print advertising and an occasional Craig’s List ad. Prior to opening new grocery stores, ALDI’s goal was to drive more qualified applicants to its job fair career events so that it could adequately staff the over 250 employees that are needed for a typical new grocery store location.


  • Recruitment
  • B2C
  • Retail  

The Approach

For our first major engagement with ALDI, Purplegator created a whopping 53 new recruitment landing pages through our proprietary Mobile Acquire technology. Each landing page was optimized for search engines and for the local ALDI market. Important information for each market was included on the landing page and candidates were directed to the corporate website for more detailed information.

We then created mobile display and Facebook advertising that was geo-targeted to the required radius of each city market. Using A-B and multi-variate testing, Purplegator optimized digital advertisements for each market on a daily basis. Engagement statistics varied by market and we soon learned that what worked in one region of the country didn’t necessarily work in others. Hence, by analyzing the data, we were able to ensure that our customer was getting maximum value for investment.


  • Tech Discovery
  • UX/UI Design
  • Shopify Plus Development
  • Replatforming
  • Klaviyo Email Designs & Setup
  • Product Mapping

Tech partners

  • Shopify Plus
  • Klaviyo
  • Returnly
  • Gorgias
  • Tracktor

The Challenge

Novus Shoes, BKS shoes (formerly known as Bakers), and La Favorita are all enterprise-level shoewear and accessories brands that fall under the Novus Group. Over the year, all 3 brands have witnessed considerable growth and increased store traffic, both online and offline. Unfortunately, their Magento eCommerce stores were failing to meet the brand’s enterprise needs for a high-performing eCommerce experience, frictionless checkout, and storefronts that well-present their different brands’ identities.

The approach

Through data-backed discovery, iterative design, and robust technology advancements, Avex crafted not one, but three, high-performant online stores for Novus that deliver frictionless digital experiences and an excellently displayed product catalog that is set up for ease of navigation.

We used Novus Shoes’ brand pillars to anchor us at every step in revamping the eCommerce presence of all three brands. We infused freshness and novelty into developing and designing highly functioning online stores while still aligning with “The Novus Way” – having the customers in mind when selecting and presenting the widest variety of shoe styles.

The Outcome

The ability to target job seekers was a key factor in the success of Purplegator’s ALDI campaign. The mobile and digital advertising strategy produced an unprecedented 7.1% click through rate in major markets. But, most importantly, attendance at the job fair events rose 97% over the previous year.

ALDI’s slogan is “Shop Differentli” (Yes, that’s how they spell it). Purplegator certainly helped ALDI to Recruit Differentli.