The 456 nahkauf stores have made a good start to the year. Especially in challenging times, the close customer loyalty of retailers, for whom traditional values and digitalisation are not a contradiction in terms, is proving its worth.
The sometimes almost familiar proximity to customers is their strength: nahkauf retailers have traditionally been closely connected to their location and the people who live there. This has hardly changed over the decades and has stood the test of time. But even such a traditional, personal business is not immune to digitalisation. At the latest meeting of the nahkauf retailers' working group, it became clear that this does not have to be a contradiction in terms, but that both contribute to customer service. The location of the meeting also matched the mega topic: the headquarters of the northern region in Henstedt-Uelzburg includes one of REWE Group's most modern logistics centres, some of which are fully automated. During a tour of the warehouse, the retailers were impressed by the technology and dimensions.
Waldemar Meier (West) and Josef Sier (South, from right) take a close look
The most recent example of digitalisation at nahkauf is the introduction of another digital channel: customers can now subscribe to the shopping brochure via WhatsApp. Another hot topic is the nahkauf boxes. Two of these autonomously operated mini-markets are now online, with the third opening in Moritzburg near Dresden at the end of February. Negotiations are underway for further locations, reported nahkauf sales manager Florian Sörensen: "Interest in the nahkauf box is very high, especially in rural areas."
As in the retail sector in general, inflation, the price climate, delivery stops and the resulting changes in purchasing behaviour have been the dominant themes for the 456 nahkauf stores across Germany in recent months. On a positive note, the average receipt has remained stable - an indication of customers' loyalty to their nahkauf. The popularity of the local supplier brand is also confirmed by recent surveys. In terms of friendliness, customers once again gave it top marks.
The conference in Henstedt-Uelzburg was Florian Sörensen's last in his role as national nahkauf sales manager. After three years, Sörensen is handing over the baton to his successor Mathis Neth. "I am saying goodbye with a smile and a tear in my eye," said Sörensen, addressing the sales team. A lot had been achieved together. It wasn't just the revenue - the core business exceeded the billion euro mark in 2022 - that developed well. The introduction of Payback, the opening of the nahkauf retailers' academy and the national retailers' get-together, the launch of the market radio and the Future Initiative were milestones in recent years and have brought the nahkauf brand closer to REWE.
Flying change: After three years, Florian Sörensen hands over responsibility for nahkauf sales to Mathis Neth
In the current year, the nahkauf retailers also want to continue proven campaigns or launch new ones, such as the Sustainability Week or the commitment to "A Heart for Children", which can also look back on a long tradition.
