REWE has a successful and efficient store formula. However, the stores are perceived as functional and cold by its customers. REWE wanted to add emotion to its brand in order to enhance the connection with its customers and strengthen the overall customer experience. But it also wanted to remain true to the principle of easy shopping. In addition, REWE wanted to improve the fresh experience and give regional and sustainable products a more prominent place in the store.
REWE Group is a listed company and of Europe's largest retail and tourism groups. REWE Group operates 15,000 stores, including REWE and BILLA supermarkets, the discounter Penny and health and beauty retail chain BIPA. With more than 3,300 stores, REWE is the second largest supermarket chain in Germany.