Sailing is easy in good wind

Managing director László Flórián told that the premiumisation process continued, but fewer products were sold than in the previous year. Rossmann had basically as many shops as in 2018 since the so-called ‘mall stop’ act slowed down development projects.

Rossmann’s loyalty programme differentiates the drugstore chain from its competitors with its 10- and 15-percent discounts from the final sum of purchases (granted after the customers have reached the entry threshold). Combining all of the formerly paper-based benefits in a digital system led to losing a few customers temporarily, but by the end of 2019, the loyalty programme had 1 million active buyers.

Rossmann also rationalised processes, which required IT development and strengthening the IT team. The drugstore chain’s online shop has been up and running for 8 years, and sales here are growing by double-digit numbers. Customers can choose from more than 15,000 SKUs. Mr Flórián said: it is easy to sail in good wind, but despite the hardships, Rossmann had a good year. (x)