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Austria’s Merkur Rebranded To Billa Plus

By Dayeeta Das
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REWE Group has announced that Austrian retailer Merkur has been rebranded as Billa Plus.

The rebranding includes new logos, signs and posters, and has been backed by a strong advertising and marketing campaign.

Billa Plus stores will offer customers lower prices, simpler campaigns and clearer discounts, an expanded range of organic and own-brand products and digital services, and services on site, REWE said in a statement.

The rebranding will impact all 144 Merkur stores throughout Austria, it added.

Read More: Austrian Ambition – ESM Meets BMÖ's Robert Nagele


Value Addition

Marcel Haraszti, CEO of REWE International AG, said, “As of today, we are proving that all of our customers across Austria experience the ‘plus’ in their shopping experience for the first time.

“The added value consists, among other things, attractive prices, easy-to-understand promotions and individual discounts. What remains are the usual teams in the market, the wide range, the variety and the quality.”

The retailer will focus on price reduction and plans to slash the prices of around 2,000 popular items in what Haraszti describes as “the biggest price cut that Billa has ever seen.”

Simplified Promotions

As part of a simplified promotion strategy at the retailer, ten popular items in a particular product group are now up to 50% cheaper throughout the week.


It will also introduce an additional weekend offer, valid Thursday to Saturday, offering discounts on ten further products from a second product group.

The jö discount collector will remain in place and can be redeemed once a month from May at Billa or Billa Plus.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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