"As of today, we are providing proof: for the first time, all of our customers throughout Austria are experiencing the "Plus" in their shopping experience at the same time. The added value consists of attractive prices, easy-to-understand promotions and individual discounts, among other things. What remains are the familiar teams in the store, the wide assortment, the variety and the quality", Marcel Haraszti, REWE International AG Executive Board Member, is pleased to announce.
Largest price reduction in the history of BILLA plus simpler promotions and discounts
In the course of the changeover, investments will be made primarily in price reductions: "We are now reducing the Kurant prices [1] for 2,000 popular items. This is the biggest price reduction BILLA has ever seen. And this is just the beginning, there is more to come," explains Haraszti. Reliably strong Kurant prices will be standard in every price segment from now on, exceptions such as "permanent low prices" will be abolished.
The promotions will also be simplified: Instead of "I'll choose my discount" or "Deep discounts", there are now the extreme weeks (valid Thu to Wed) at BILLA and BILLA Plus. Around 10 popular items in a product group will be up to 50 percent cheaper. The promotion applies to every purchase and is automatically deducted at the checkout. An additional extreme weekend (valid Thu-Sat) at BILLA PLUS offers another 10 attractive products in a second product group.
The popular 25% discount stickers remain in place but are now valid at BILLA and BILLA PLUS - also for multiple containers (boxes, 6-packs) of all non-alcoholic beverages and beer.
The jö discount collector also remains and can be redeemed once a month at BILLA or BILLA Plus from May on. In return, the jö discount collector and the 25% picker are also applicable to price-reduced items that were previously excluded as "permanent low price". [2]
The best assortment - more organic, more own brands, more regionality, more Austria
The wide range in the assortment, the variety and quality of BILLA PLUS is extended with the BILLA own brand and the BILLA festive assortment. New at BILLA PLUS is also a wide range of certified natural cosmetics and environmentally friendly household articles of the own brand bi good. Also, now at BILLA PLUS: nutritional supplements and medical products from bi life.
More organic: BILLA Bio, with currently around 135 organic products at attractive prices, complements the successful Ja! Natürlich brand. In addition, BILLA is converting 100 million Kaisersemmeln per year from conventional to organic (Ja! Natürlich) in all 1,100 markets. This also means a plus for Austrian organic grain farmers, who supply around 7,000 tonnes of organic grain annually.
More regional: The selection of regional and local products with already 9,000 specialities will also be further expanded. In the seven BILLA sales regions, regional purchasing scouts, among others, ensure that small regional and local suppliers also find their place on the shelves of BILLA and BILLA PLUS.
More Austria: BILLA started in 2020 with 100 percent fresh meat and poultry from Austria - now BILLA PLUS is following suit. From May 2021, BILLA PLUS will also offer 100 percent fresh meat (turkey, chicken, beef and pork) from Austria. An amount in the double-digit millions per year will be invested in this customer advantage at BILLA and BILLA PLUS. The figures for turkey in particular speak for themselves: the joint purchase volume is 150 per cent higher than in 2019, and every second Austrian turkey is already supplied to BILLA and BILLA PLUS. "We are proud to continue our pioneering role, through this initiative we were also able to achieve a plus for turkey production in Austria, which is oriented towards significantly higher animal welfare standards than in other EU countries," says Haraszti.
The best of both worlds online as well as in services
The BILLA online shop will be expanded to include the BILLA PLUS assortments. The number of currently 600 Click & Collect locations will also be gradually expanded to all BILLA PLUS stores. This also applies to additional services such as the parcel service. What remains are the shop-in-shop solutions with retailers such as Red Zac or regional toy retailers.
Haraszti concludes: "We want to be even closer to our customers in the future and are expanding and improving our store network with 100 additional locations by 2024. The goal is to offer a customised range of products and services at every location - exactly the right assortment and the right services for every local environment and every customer. So that we become the No. 1 choice for customers."
Notes:
[1] Curant prices are normal prices, not discounted. 2,000 items based on total assortment, not all 2,000 are available in all stores.
[2] The only exceptions: Clever - with the already strongest price in the entry-level price range.
