Germany’s high concentration of physical food stores and discounters stifles retailer investment in digital commerce. REWE leads the online grocery market by a wide margin, but Amazon is hot on its heels. Both provide a superior online shopping experience and create an environment through which brands can raise their visibility and boost sales. REWE and Amazon’s variety of merchandising opportunities on offer and greater digital reach also make them attractive retail partners for long-tail brands, driving competition across several categories.
This report addresses the following questions:
- What strategies are best-in-class brands using to enhance their digital credentials on retailer platforms?
- With more brands providing direct-to-consumer commerce in Germany than in the U.K, what tactics can brands use to drive site visits?
- What content should brands prioritize to capture and sustain consumers’ attention and drive sales?