The retail business is a main pillar of the HR Group. The most important distribution channel is the Reno shoe chain, with about 530 branches in over ten countries. Reno has been known for over 30 years for its diversity of top brands and its broad range of fashionable footwear for the whole family. Its portfolio comprises international lifestyle brands and famous brand names, such as adidas, bama, Dockers, Esprit, GEOX, Mercedes, Only Pink, Rieker, Sansibar, s.Oliver, Tamaris, Venturini, Young Spirit and many more. Matching accessories, such as handbags and jewellery, plus clothing from Young Spirit and Venturini complete the product range at over 80 locations. In addition, the product offerings are distinguished by attractive prices and shoes in tested quality. The retailer’s professional competence is underlined by first-rate shop construction, the patented 3E children’s shoe system and non-toxic merchandise.
All Reno branches throughout Europe are assisted by way of innovative marketing. The marketing mix uses a variety of communication channels.
The “Schuhe, die mich glücklich machen” campaign, which was launched in March 2015, encapsulates Reno’s philosophy. Based on the largest customer and employee survey ever conducted in the company’s history, it shows people of many different ages with the shoes that make them happy.
The over 530 Reno branches constitute the most important communication channel. They run individually designed POS campaigns. Media activities such as nationwide radio commercials, direct marketing and online campaigns complement the communication. In addition, Reno is a cooperation partner for events and in CSR. For example, the company is a founding member of the “DEUTSCHLAND RUNDET AUF” (Germany rounds up prices) initiative, an effort to battle child poverty in Germany. Reno moreover shows its charitable commitment with its involvement in a large number of campaigns, for instance the Reno Charity Run in support of ARCHE and as a sponsor of the “Goldenes Bild der Frau” award.
The top priority of all activities is to address the specific target group of Reno’s customers.
Reno maintains a short connection with its customers. The footwear and textile range is available around the clock in the online shop. Accessories complete the offering.
The shop has presented itself with a new structure and been optimised for the various terminal devices since 2014. With its Internet shop, Reno confirms its omni-channel approach, with which it satisfies the customers’ need for information via all channels.
Social media are another important element in the company’s communication. Here, Reno is always up to date in all the important channels, seizing the opportunity to establish proximity to its customers online, too.
To respond to the changes in consumer and communication behaviour of those among its clientele with an affinity for mobile phones, Reno has launched a new app.
The Reno app allows customers to compare prices with other footwear providers on the Internet from A as in Amazon to Z as in Zalando. The way it works is simple: a customer who has selected a pair of shoes at a Reno branch can scan the barcode on the shoebox with the Reno app. The app tells the customer right away whether the selected item is available for less elsewhere. If a different provider sells the shoes at a better price, the app user can generate a voucher to get the item at the lowest price available.
Moreover, the app offers supplementary functions such as a branch finder and presents the current shoe catalogue.