REWE Group CDTO Christoph Eltze: the future belongs to digital and technology obsessed food retailers

In the food retail sector of the future, only those who have mastered digital and technology better than others will be successful - and this also applies to discounters.

So says Christoph Eltze, Member of the Management Board REWE Group (Chief Digital and Technology Officer).

In a LinkedIn post, he said: “Digitisation is changing the food retail sector, and this does not only affect full range retailers. Even though we are leading the way with many projects and trying out new things, especially at REWE, our discounter is also benefiting PENNY Deutschland from our findings.”

Key here is the retailer’s ‘Smarter Work in the Market’ project. As part of this, all market processes, including the perspective of customers, are examined.

REWE Group reports the first results:

Further improved market specific space and assortment planning

Digital communication between colleagues in stores and headquarters and an AI supported knowledge assistant for store teams

Automated queue management

Self check-outs

Integration of the PENNY app for customers and the My PENNY app for employees.

Eltze added: “We are also making progress in the trend topic of retail media. We are already an industry pioneer with REWE, we are now also starting at PENNY. By the end of the year, we will equip 200 stores with digital steles, and in the future there will be 1,100.”

He concluded: “The biggest result for me personally, however, is that we really think holistically about the digital transformation at PENNY – as we do throughout REWE Group. This is only possible because all colleagues from the store to the headquarters pull together. And I am sure: the best is yet to come!”

2024 RTIH INNOVATION AWARDS

Digitalisation is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.