Range, quality, service etc are definately better at WOW, however Aldi wins hands down on price. Just because there are some shoppers who value these things does not mean it applies to other shoppers. I think you will find the vast majority of australians live payday to payday and the most important thing to them is price.
Aldi are still expanding and with every new store they will take more and more business away from WOW. I dont think WOW can compete on prices overall, which is the lure for most shoppers.
Dont forget more competitors are going to enter the market also. I think Amazon will be a huge impact.
News: WOW UPDATE 1-Australia's Wesfarmers says half-year profit gains on home improvement, page-23
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