REWE changes POS communication in Penny and Plus

The discount chain Penny Market has changed the visual representation of its POS material. It now wants customers to get better price comparisons. Therefore, emphasis has been placed on showing the difference between discounted prices and the original prices of their products. Changing the POS material has also led to graphic editing of their advertising leaflets. Changes to the materials were carried out by the C&COM Advertising Agency. Penny Market wasn’t the only one making changes to in-store communication. Changes were also made to other REWE group stores. For example, a chain store that was bought by REWE last spring (M&M 11/2008) and has been gradually rebranded under the name „Penny“, draws attention to weekly discounts on 100 products.

Source: Marketing&Media 02/09, text: Petr Tomáš Vocelka