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Brand Loyalty neu gedacht: Ein Interview mit Elke Wilgmann, Mitglied der Rewe Geschäftsleitung

Author

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  • Wilgmann, Elke
  • Kauz, Janina Rebecca

Abstract

Elke Wilgmann ist seit März 2023 Mitglied der Rewe Geschäftsleitung und verantwortlich für das Rewe Marketing. Zu ihrem Bereich gehört ebenfalls Rewe Loyalty mit dem neuen Vorteilsprogramm Rewe Bonus. Seit dem Start des Programms am 29. Dezember 2024 läuft dazu die bislang grösste Rewe-Marketingkampagne. Bereits 2023 hatte Elke Wilgmann in ihrer Position die umfassende Kampagne zur Abschaffung des wöchentlichen Rewe- Print-Prospekts verantwortet. Mit beiden Aktionen zählt Rewe zu den Vorreitern im deutschen Lebensmitteleinzelhandel.

Suggested Citation

  • Wilgmann, Elke & Kauz, Janina Rebecca, 2025. "Brand Loyalty neu gedacht: Ein Interview mit Elke Wilgmann, Mitglied der Rewe Geschäftsleitung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 42(2), pages 6-12.
    • Handle: RePEc:zbw:hsgmrs:336955
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