German supermarket chain Rewe is discontinuing paper brochures, and brings them to WhatsApp instead. Customers can get the flyer with local offers on their smartphone every week.
70,000 tonnes of CO2
Next summer, Rewe wants to stop using printed leaflets in Germany. Instead, the supermarket group is looking for newer, digital media forms to distribute its advertising flyers. Stopping the use of paper brochures would save more than 70,000 tonnes of CO2, 1.1 million tonnes of water and 380 million kWh of energy every year.
Since WhatsApp has proved popular and widely used among all target groups in Germany, the chain is now turning to the Meta chat app. This allows customers to have the brochure of their local shop sent to their phone every Sunday. Tests beforehand showed that many customers signed up for the digital WhatsApp leaflets, opened them a lot and actually viewed the offers.
“With Meta and WhatsApp, we have found another good way to provide our customers with regional offers and relevant information in an easily accessible way,” Bastian Tassew, Head of CRM at Rewe, told the website ESM.
