$459 $m
Rewe concentrated on transmitting the brand value proposition “Better living” to customers through a high-profile media campaign in 2012. Rewe also extended its sponsorship of the German Football Association (DFB) through 2016. The brand enjoys high customer loyalty (83 percent), and was named Supermarket of the Year in 2012 by the magazine Lebensmittelpraxis. Rewe expanded its private product line Beste Wahl, which was relaunched with 750 products. Rewe also increased the number of Rewe-to-go stores. In order to differentiate from competitors, Rewe is testing the integration of Rewe Travel shops into selected stores, enabling the customer to take advantage of all of Rewe’s offerings at once.