Rewe retail innovation and service testing

German retailer Rewe is implementing various retail innovation strategies to adapt to changing consumer habits and market trends.

In Biedenkopf, a Rewe beverage market has introduced a ‘Pick & Mix’ concept to address declining beer sales in German supermarkets. The store offers approximately 1,000 varieties, focusing on Bavarian specialties and allowing customers to create custom crates based on individual bottle selection.

Simultaneously, Rewe is testing a rapid grocery delivery model that fulfills orders directly from existing supermarket branches. Through collaborations with delivery partners like Wolt in Munich and Lieferando in Jena, the company is experimenting with quick commerce services to integrate stationary retail locations into the delivery market.

Expanding these technological and logistical efforts, the REWE Group is upgrading its European operations. REWE Digital has adopted Camunda’s software platform to orchestrate business processes in logistics and inventory management. In its fresh food division, the company is utilizing Cimcorp’s robotic handling at its Oranienburg fulfillment center to support nearly 1,000 retail locations.

In Austria, the group is enhancing urban logistics by expanding its electric truck fleet for brands like Billa and Penny. Delivery operations in Austria have transitioned to Foodora, and a supermarket in Vienna has been converted into a dedicated darkstore.