Starting signal for family-oriented online community

“family manager” initiative is awarded industry prize

Moenchengladbach, 7th July 2009 – With immediate effect, a new interactive online platform is available at www.familymanager.de. On this website, all interested parties can find a wide range of information about subjects related to the family as well as a host of innovative functions such as retrievable online coupons, which earn PAYBACK points when shopping at real,-. The real,- portal also now offers the possibility of participating in forums and thereby collecting further PAYBACK points. All community members who take part by providing ideas, recipes or other contributions will earn additional points, which are credited to their PAYBACK account in the usual way.

"This so-called ‘meritoric system’ that we use for our new online portal is unique in this format to date and promotes an active exchange among participants," said Jelena Kohnen, manager for real,- dialogue marketing.

Furthermore, there will also be an iPhone application for registered users, thus allowing the family managers to retrieve their personal PAYBACK coupons, shopping list and recipes at any time. The internet portal links the POS, online and mobile activities and thereby accommodates the notion of 360° communication.

“Our claim is to recognise the individual needs of this target group and correspondingly to offer bespoke services in relation to shopping,” said Kohnen.

Initiative wins the “SALESCUP 2009” industry competition

The supermarket company real,- started the “family manager” initiative in September 2007. The initiative helps families to carry out their day-to-day tasks more simply and easily and to promote the development of children. An important element is the promotion of development in a child’s early years with the campaign entitled “€1,000 every day for a kindergarten”. In the first 20 months, real,- has already donated more than 637,000 euros to kindergartens.
Through this initiative real,- once again shows that social commitment and corporate objectives can be combined.

This is also backed up by the initiative being voted the “Best Retailer Promotion 2009”, therefore recently winning the Salescup award from food magazine “DIREKT”. In this industry competition, real,- won through against other large retail companies with the “family manager” initiative and took first place. The Salescup is awarded to outstanding projects in the retail sector and in the industry each year.