Rewe: Paper brochures could stay – at least in some branches

Created: 07/10/2022, 14:57

There is resistance to the planned abolition of printed brochures at Rewe.

Several retailers from the supermarket giant apparently do not want to go along with it.

Cologne – When the supermarket chain Rewe announced at the end of July that it intends to dispense with printed advertising brochures in the future, it caused quite a stir in the German retail sector.

"On July 1, 2023, the printing and distribution of the brochures will be stopped, but the product advertising will be significantly expanded via new and well-known media," said Rewe at the time.

With this step, Rewe not only wants to save costs but also energy and at the same time do something for the environment.

Rewe: Abolition of the paper flyer meets with resistance

But those plans are currently faltering.

Because within the Rewe Group there is apparently resistance to the company's plans.

Many independent retailers in the Rewe Group are critical of the planned abolition of printed flyers - and want to continue distributing paper advertising brochures.

This is reported by the

The dealers therefore fear falling sales should the handout be completely abolished.

Rewe no longer wants to print advertising brochures from July 2023.

But there is no consensus on this within the company.

© Michael Gstettenbauer/Imago

Rewe has apparently reacted internally and, according to the

, should even keep the option open for independent retailers to continue distributing printed flyers.

This could mean that the paper brochure will continue to be available in some Rewe branches in the future - but not in others.

Because: More than 2,000 of the approximately 3,700 Rewe branches in Germany are not run directly by the Cologne-based company, but by around 1,500 independent Rewe retailers.

Rewe: Printed prospectus soon only in individual branches?

But there is also disagreement among the merchants.

“The step is overdue.

The setting saves costs and is for the benefit of the environment,” the

quotes the Rewe dealer Frank Runkel from Mettmann.

Rewe Richrath, the second largest Rewe retailer in Germany with 16 branches in Cologne and the surrounding area, has therefore “not yet made a decision”.

Other retailers, on the other hand, want to stick with the printed prospectus after July 1, 2023.

Rewe itself has not commented on the developments.

An inconsistent solution is unlikely to be the preferred solution for the supermarket giant after the announcement in the summer.

Also because Rewe is already working on digital alternatives to the flyer.

Since August, Rewe has also been offering nationwide the option of receiving the prospectus for the individual branches via a WhatsApp chat.

Other supermarkets, on the other hand, do not yet want to do without the leaflet.

However, digital alternatives are already being explored there.

After Rewe, for example, Kaufland also recently enabled the prospectus to be sent via WhatsApp.