Leaflet, Billa
When the “Merkur” brand changes to “Billa Plus” from April, the popular leaflet will also get “Plus” benefits.
Everything is new – April. In addition to a new name (“Billa Plus”) and a new organic brand, stores originally planned as “Merkur” will also be given a new color and packaging in the future. Employee clothing will also change. The principle remains the same, green parts turn yellow as with Billa. Also new: the popular Billa leaflet.
Depending on customer needs and region, Billa and Billa Plus will in future meet specific requests with tailor-made offers and formats, such as individual shop-in-shop concepts with partners from the catering industry or toy and electronics retailers. In doing so, Rewe relies on a “strong and clear pricing and promotion policy” as well as on “understandable and attractive discounts”, says Rewe board member Marcel Haraszti.
In the future, this should also be reflected in the Billa leaflet, which will be the main leaflet from April. “Billa Plus” gets its own part.
It cannot be ruled out that campaigns may be mixed up. In the past, this was occasionally the case with Spar when Interspar ran a campaign. Something similar could happen with Billa / Billa Plus / Billa Corso.
The industry side also sees the leaflet merger as problematic. According to the industry magazine “Regal”, a uniform brochure means that the ranges of both sales channels must be coordinated and that the Billa range is largely listed at Merkur. However, one is also aware that typical Merkur goods will certainly not be sacrificed when they are merged.
“We are marrying the best of both worlds,” says Rewe board member Marcel Haraszti with certainty. But there is no marriage without compromise.
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