$262 $m
In 2012 Netto sought to overcome the impact of the negative press from the previous year concerning low wages, high working hours and overall poor working conditions. It invested in social media and now also publishes a blog that integrates its online nutrition consultancy. Its commitment in digital is underscored by the fact that it wants to become the first discounter that offers mobile payment to customers. Netto is steadily increasing its presence and opened approximately 150 stores this year. The brand is also leveraging its relationship with parent company, Edeka, to sell some of Edeka’s most popular products in Netto stores. Nevertheless, according to the GPRA trust index, its trust level is lower than competitors, showing that Netto has to invest even more in its brand reputation.