Digital Catalogs Strengthen Rossmann’s Omnichannel Retail Strategy
Location: Czech Republic
Industry: Health & Beauty Retail
Website: https://www.rossmann.cz/
“By adopting Publitas’ digital catalogs, we’ve been able to create a seamless connection between our website and mobile app. This has not only improved engagement but also allowed us to make smarter, data-driven decisions. The insights into customer behavior - like opens, page views, and click-throughs - help us refine campaigns and build stronger customer relationships.”
About Rossmann
Rossmann is one of Europe’s largest drugstore chains, with over 4,700 stores across Germany and Central Europe. Known for its wide range of health, beauty, and household products, Rossmann combines physical stores with a strong digital presence to meet modern customer expectations.
As part of its digital-first evolution, Rossmann in the Czech Republic adopted Publitas’ interactive digital catalogs to unify customer touchpoints across website, app, and in-store channels. This transition enabled them to enhance engagement, collect actionable insights, and drive stronger results from both promotional and inspirational content.
The Challenge: Connecting Channels for Higher Engagement
Rossmann’s printed flyers were long a staple of customer communication, but they lacked personalization, data insights, and a seamless connection with their growing mobile app.
The company needed a way to:
- Boost app downloads and engagement, since the app is their main conversion channel.
- Unify campaigns across channels (web, app, in-store) without losing reach.
- Track customer behavior in detail, beyond broad distribution metrics.
“Our goal with digital catalogs was to reduce fragmentation. Customers who discover products via the website or flyers should be able to act immediately - whether it’s exploring more online or purchasing directly in our app.”
The Solution: Publitas-Powered Digital Flyers with App Integration
Rossmann integrated Publitas’ digital catalogs directly into their website and mobile app journey.
Key features included:
- Product hotspots: Clickable product links within flyers to drive direct engagement.
- App-first journey: Catalogs encourage app downloads, ensuring users move into the main conversion channel.
- Dynamic banners & entry points: Prominent website placements anchor the catalog experience.
- Data-driven insights: Analytics on opens, page views, click-through rates, and reading time.
By shifting toward Publitas’ omnichannel capabilities, Rossmann ensures customers experience a frictionless path from discovery to purchase.
Aligning with Key Retail Trends
Rossmann’s strategy aligns with three critical industry drivers:
- Omnichannel retail – A seamless journey from online catalogs to in-app purchases and physical stores.
- Data-driven optimization – Detailed behavior insights fuel smarter campaign planning.
- Digital-first evolution – Moving beyond static print to interactive and measurable digital experiences.
Results: Traffic Growth and Engagement Gains
Rossmann has seen strong growth by leveraging Publitas’ omnichannel application. Comparing August 2024 vs. August 2025, results show:
- Nearly 400k opens of catalogs (Aug 2024) — with significant growth into 2025.
- 4.56M page views in August 2024, increasing year-over-year.
- Average engagement of 2m18s, highlighting customer interest.
- Bounce rate just 24.88%, outperforming retail benchmarks.
- Read percentage increased to 77%, ahead of the industry benchmark of 63%
With these results, Rossmann successfully turned its catalogs into strategic digital assets that reinforce the app as the primary conversion channel, while providing measurable impact across all customer touchpoints.
Conclusion: From Flyers to Full-Funnel Retail Media
Rossmann’s digital catalogs now serve as more than promotional tools – they function as a commercial retail media channel. By combining interactive content, data insights, and app integration, Rossmann is not only modernizing communication but also creating new opportunities for brand partnerships and personalized offers.
Publitas enables Rossmann to deliver smarter, more sustainable, and more connected retail experiences that strengthen both customer loyalty and campaign ROI.
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.
