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ThisIsMoney reports that a computer application in the UK called "MySupermarket.co.uk" has added discount retailer Aldi to the list of retailers for which it compares prices on a broad range of items. To this point, the application included Tesco, Walmart-owned Asda, Sainsbury, Waitrose and Ocado in its retailer listings.

According to the story, since most of Aldi's products are own label, "MySupermarket will compare them to the equivalent own label products at other retailers ... The tool could go some way to helping shoppers discover if they really could be saving money by shopping at the discount supermarket. Aldi has become a darling of the recession-hit middle classes, seeing sales rise by 31.5 per cent in the last year and massively outpacing the big four of Tesco, Asda, Sainsbury’s and Morrisons."
KC's View:
Just another example of how price transparency has become a fact of life in an expanding number of markets. It doesn't necessarily matter whether retailers want to be this transparent, because third parties will enforce a level of transparency - about price, but also about things like nutrition, ingredients, sustainability, or whatever.

Deal with it. Maybe you can capitalize on it, turning it into a differential advantage.