Rossmann drives its omnichannel expansion with digital coupons

Sebastian Rennack
international retail analyst
Aletos Retail

Rossmann, the second-largest drugstore operator in Germany, is growing significantly faster than the market. The company recorded a 10.2% rise in total gross revenue for fiscal year 2024, reaching €15.3 billion. Of this, €9.9 billion came from Germany, representing a solid 6% year-over-year increase. Provisional estimates put the German retail sector at a 1.1% sales increase year over year. Rossmann’s international performance was equally remarkable. Revenue from its eight international markets grew by 18.9%, three times faster than its domestic business. These markets added €5.4 billion to the company’s total revenue.

For the current business year Rossmann is stepping up its investments with a budget of €540 million, representing a €150 million increase compared to the previous year. After opening 230 stores in 2024, the retailer plans an ambitious rollout of 330 new locations in 2025. The focus of this expansion will be on Spain, Turkey and Switzerland, where the retailer opened its first store in December 2024.

Of Rossmann’s 4,960 global stores at the end of 2024, nearly half (2,311) were located in Germany, with Poland closely following at 1,922 stores. As Rossmann’s largest international market among the eight countries where it operates physical stores, Poland achieved a 12.6% growth in local currency in 2024. The Polish operations generated €4.2 billion in net revenue, accounting for approximately 80% of Rossmann’s revenue outside Germany.

Unlike its main competitor dm-drogerie, which adheres to an Everyday Low Price (EDLP) strategy, Rossmann employs a high-low pricing model. This approach, combined with the retailer’s digital coupon promotions, has driven a 33% increase in app usage over the past business year, reaching nearly 10 million monthly users. App usage penetration is a key driver of Rossmann’s e-commerce growth. Rossmann began piloting Click & Collect services in mid-2024.

At the entrance, Rossmann promotes its -20% organic food discount for app users

The ‘Ideenwelt’ shop-in-shop concept offers seasonally themed non-food private labels

Decorative cosmetics and perfumery are displayed along the wall on the customer journey

The perfumery section features many internationally known brands

Rossmann’s Alterra natural cosmetics brand is integrated into the decorative cosmetics section

Rossmann Fotowelt concept (photo world) offers photo printing, gifts, and online photo services

Compared to dm-drogerie, more floor space is allocated to non-food items, with special app loyalty actions highlighted

The toy section is particularly well-developed

Low shelves and clear signage ensure easy store navigation

Rossmann highlights private-label quality with Öko-Test consumer protection ratings at the shelf

The food section emphasizes organic products, with the retailer’s private label enerBio showcased in a separate display

Alongside its own brand, Rossmann carries Alnatura items from Germany’s organic market leader

Digital app promotions are also highlighted on the shelves

The ‘Fitnessnahrung’ (sports nutrition) section features several dozen trendy sports nutrition products

The wine section is positioned near the checkout

Rossmann’s ‘Mein Wunschkorb’ (my wish basket) lets children pre-select gifts for their birthdays in-store for easy guest selection

New stores include at least three self-checkouts