A service from dm has recently attracted inexplicable attention. This illustrates the hype that has arisen around the drugstore chain.
- The drugstore chain dm often experiments with innovations
- Now a new service in the drugstore is making headlines
- The drugstore chain cannot explain that this offer is suddenly causing a sensation
Karlsruhe - The competition between the drugstore chains in Germany is tough. Dm, Rossmann and Müller are constantly trying to lure customers into their branches. The drugstore giants are constantly expanding their range, testing additional services and payment methods.
In the past few days, some media have reported a new service at dm that is designed to bind customers even closer to the brand: 17 selected drugstores in Munich and Essen offer a laundry service. Customers can hand in items of clothing for cleaning and pick them up again after three to five days. To this end, the drugstore giant dm, which wants to expand further in Germany, is cooperating with Persil Service.
Service at dm has been around for a while - now it suddenly attracts attention
However, the laundry service is not as new as the latest media reports suggest. Customers have been able to use this service since April 2019, a spokeswoman for dm told the Ippen-Digital editorial team. A change at dm is currently annoying customers. The Payback bonus program is affected.
The service only hit the headlines after the portal chip came across it. "We can not explain the sudden interest," says a dm spokeswoman. "But of course we are happy that the service is now attracting attention."
The service is just a test. "So far, the feedback from customers has been positive," says Sebastian Bayer, Marketing Director at dm, about the Ippen-Digital editors network. "We will collect the experience and feedback and then decide whether and how we can offer the service at other locations." Rewe has been offering a similar service since December 2019.
Incidentally, the offer from dm is not particularly cheap. Cleaning costs 1.99 euros per shirt, and 5.89 euros for pants and skirts. This corresponds to the prices of a conventional textile cleaning.
If the laundry is to be picked up at the customer's home, this costs an additional 1.19 euros per package. The return of clean laundry costs 4.90 euros. From seven items of laundry, shipping is free.
dm defends its position as the market leader in drugstore chains with unusual measures
The fact that dm made the headlines with an ordinary laundry service that wasn't even worth a press release to the group itself shows that Germany's most popular drugstore chain has itself become a cult brand.
This is based on an elaborate and sophisticated strategy: dm often experiments with innovations in order not to lose market leadership to competitors. The drugstore group exchanges up to 7,000 products in its range every year, as dm managing director Christoph Werner explained in an interview with the world at the beginning of 2019. “We constantly have to ask ourselves what the customer expects. That's why we experiment a lot, ”the newspaper quoted him.
In social networks, dm appears young, approachable and often also humorous, as this example shows:
Dm recently caused a sensation with nursing corners for mothers and babies, which the group set up in 100 branches. And with sophisticated marketing gags such as the pug-toilet paper, which was sold out within a short time and was therefore traded on eBay at insane prices.