Youthful marketing from Rossmann

In 2016 Rossmann realised a two-digit sales growth once again, the drugstore chain won the Superbrands recognition and based on consumer feedback they scored the highest brand equity index among drugstores (Nielsen Shopper Trends 2016). Besides, from the 13 major retailers in Hungary Rossmann was named the best business partner for suppliers (Advantage Report 2016).

László Flórián
managing director
Rossmann Hungary

In the autumn the company implemented the memorable Hotel Rossmann campaign. The drugstore chain also came out with a smartphone app for its online shop – mentioned László Flórián, managing director of Rossmann Hungary. Currently almost 12,000 products are available in the ‘Online Drugstore.’ In the summer Rossmann was present at the three biggest music festivals (Volt, Balaton Sound, Sziget) with a 700m² event venue.

Mr Flórián revealed that Rossmann’s sales increased above the average in the last 5 years. As regards the drugstore chain’s product selection, the biggest step forward was taken in the ‘health trend’ category, where already 700 gluten-free, organic, no-carb, etc. products are offered. This year Rossmann will make the biggest investments in the fields of IT and internal processes; plans include introducing a new business management system.

The store modernisation programme will also continue – last year 15 stores went through an overhaul and 6 new stores opened. They would also like to introduce a new shop fitting concept, because the old one is more than 10 years old. Mr Flórián revealed that this year’s biggest challenge will probably be logistics. (x)