Super year ahead following a good year

The main topic of the event was the new way of thinking in commerce with 82 lectures delivered by over a hundred presenters. Rewe is the third largest retail enterprise in Europe with annual revenues of over EUR 43 billion. Of the 12 retail chains operated by the group, only Penny Market is present in Hungary. Alain Caparros spoke about the need for a convincing performance abroad in order to maintain their top position at home. He regards 2007 as a good year for the German market. – 2008 will be a super year and you don’t need to be a prophet to see this. Profit rates will be between 10-15 per cent. There is no stopping. Grow or die. He sees globalisation as necessary. – There are still a few extra terrestrials in Germany who are wary of entering foreign markets. Sooner or later, they will end up in the cemetery- he says. He says that Carrefour and Tesco have gained an edge by becoming multinationals earlier than Rewe. – People who cannot smile should not work in retail trade. Selling should be a source of joy – he adds. The presentation Brand value of retail chains – Brand strategies for the retail trade of the future – How should we do it?” should be of interest to Hungarians. Dr. Thomas Schwetje, the director of VVDO Consulting used the results of an online survey to describe the theory. The brand value of a retail chain is composed of two factors: presence and utility. Awareness is an element of presence. A further element is the coherence of the brand. Utility is composed of rationality (does the brand satisfy the important needs of the consumer?) and the ability to inspire confidence in consumers. Based upon the above criteria, the strongest brand in Germany is Tchibo, followed by Aldi and Ikea. How can we have an influence on coherence? A synergy between the POS and consistent and brief communication is needed. Aldi is regarded as the most coherent brand in Germany, followed by Lidl, C&A and Tchibo. – Only a consistent sales system adapted to consumer needs can generate rational and emotional profit for consumers – emphasised dr. Thomas Schwetje. Regarding rational and emotional utility, dm takes first place in front of Aldi, with the Weltbild online store in third place.