Germany's REWE Group is taking the next step in digitising its marketing approach by offering customer flyers and pamphlets via WhatsApp.
The move follows on from the retailer's pledge to discontinue the use of printed flyers by summer 2023.
Customers can now have pamphlets from their local store sent to their phone every Sunday via WhatsApp.
WhatsApp enjoys popularity and high usage rates across all target groups in Germany, which prompted the retailer to make this move.
Before the nationwide launch, tests had shown that digital flyers sent via WhatsApp met with great customer interest, with the sign-up rates for the service itself, the opening rates, and the time spent reading said flyers underpinning this.
"Rewe has been consistently committed to sustainability in its corporate strategy for years and is successively and successfully transforming processes and offers," commented Bastian Tassew, head of CRM and owned media at REWE.
"With Meta and WhatsApp, we have found another good way to provide our customers with regional offers and relevant information in an easily accessible way."
Subscribing to the free digital pamphlet service is done by visiting the retailer's website and following further instructions there.
The service has been implemented via Meta's official business partner 360dialog.
REWE had previously announced that it would stop printing and distributing its brochures on July 1, 2023, and would instead expand its advertising via newer media forms.
The effect on the environment, climate, and resource conservation is observed by the saving of more than 73,000 tonnes of paper, 70,000 tonnes of CO2, 1.1 million tonnes of water, and 380 million kWh of energy per year.
© 2022 European Supermarket Magazine – your source for the latest Technology news. Article by Conor Farrelly. Click subscribe to sign up to ESM: European Supermarket Magazine.