ROSSMANN in Switzerland: A successful start to expansion
With over 5,200 stores across ten European countries, ROSSMANN is one of Europe’s leading drugstore chains, offering a wide range of products including makeup, skincare, fragrance, baby and child products, household items, pet care, health, and nutrition. As the company prepared for its long-awaited entry into the Swiss market, it faced a dual challenge: building nationwide brand awareness while simultaneously driving foot traffic to specific local store openings with precision.
Results of the campaign
8 - 13%
is the brochure opening rate.
up to 105 sec.
time spent on a 16-page brochure.
28,4%
was the average push opening rate.
04.08.25 - 31.12.25
The campaign lasted around 5 months.
Switzerland
The campaign was launched in Switzerland.
The strategic goals
The collaboration with Bring! Labs focused on two clear priorities to maximize ROSSMANN’s digital presence from day one:
Market establishment: Building sustainable brand awareness among Swiss beauty and personal care shoppers.
New store opening communication: Activating customers around new locations to ensure strong foot traffic from the very first day.
The challenge: Despite its international reputation, ROSSMANN still needed to establish a strong presence in the minds of Swiss consumers—especially outside major cities and in rural areas. What was required was a consistent digital “background presence” that would make the brand visible locally while bridging the physical distance to the point of sale.
ROSSMANN Digital Brochure - Maximum performance at the point of decision
ROSSMANN uses the digital brochure in the Bring! and Profital apps as a central advertising format to present its weekly offers in a targeted way. Consumers are reached exactly at the moment they are deciding what to buy. As both an inspirational and bestseller format, the brochure is prominently displayed on the homepage.
The hard facts demonstrate the format’s strong user acceptance and engagement:
High activation: With a CTR (click-through rate) between 8% and 13%, the format shows an exceptionally high willingness among users to click.
Deep engagement: With brochures of up to 16 pages, ROSSMANN achieves a dwell time of up to 105 seconds—proving that users do not simply skim the content, but actively engage with it.
“Entering the Swiss market was a strategic milestone for us. The Profital app allows us to provide targeted support for new store openings and promote our offers directly within the stores’ catchment areas. This approach not only helps us build brand awareness effectively, but also drives higher foot traffic in our stores from day one at each new location.”
Precise activation: benchmark successes for new store openings
Particular focus was also placed on strategically supporting new store openings, such as the one in Chur. This demonstrates how digital impulses—through geo-targeting and push notifications—can directly influence the success of new market entries:
Record-breaking response: While the market benchmark for push notifications typically ranges between 15% and 16%, ROSSMANN achieved an outstanding open rate of over 28%.
Precise targeting: The campaign targeted beauty and personal care shoppers within the direct catchment area of the new store, minimizing wasted reach.
Conclusion: market entry and expansion on course for success
The collaboration between ROSSMANN and Profital demonstrates how a market entry into Switzerland can be successfully supported through digital offer communication. The combination of large-scale inspiration from the digital brochure and tactical precision around new store openings helps the ROSSMANN brand build nationwide awareness while ensuring strong in-store traffic locally.