Do you know what a "nákupní vozík" is? Okay, Czech is difficult too. Let's try some simpler languages. The Dutch "Winkelwagen" for example? Or "Einkaufswägeli" in Swiss German?
Right, we're talking about shopping trolleys here. It's precisely these that our neighbours fill by the thousands every day in Germany's border regions. The very low food prices in Germany compared to the rest of Europe make this possible. According to a study by the bank Credit Suisse, the Swiss save around 48 per cent per shopping basket in Germany compared to a similar purchase in their home country. But even for the Czechs and Poles, who have a lower cost of living overall, shopping in Germany is worthwhile for certain products.
After being closed for around eight weeks, Europe's borders have been open again since 15 June. The VAT reduction has also been in force in Germany since 1 July. According to the newspaper "MF Dnes", analysts in the Czech Republic are currently assuming that Czechs will now shop in Germany even more frequently than before the crisis and that the quantities purchased will also increase at the same time. In Kehl in Baden-Württemberg, long queues have already formed in front of the shops after the border with France was opened. Tobacco products in particular, but also food, are significantly cheaper for the French in Germany. Especially in times of short-time working and correspondingly lower salaries, shopping at favourable prices will become even more important.
ACTION: Good experiences in Poland and Switzerland
For companies that have not yet had their leaflets distributed abroad, the crisis could be a good time to take a closer look at this form of advertising. The non-food retailer and MEDIA Central customer ACTION has already had good experiences with cross-border leaflet distribution in the German-Polish border town of Gubin and from Klettgau in Baden-Württemberg to neighbouring Swiss communities for several years. "Cross-border offer communication helps us immensely with both branches," says Kim Vanessa Radak, Marketing & Communications Coordinator at ACTION.
She has valuable tips for "newcomers" in this area: "Basically, it's not enough for the location to be close to the border; the attractiveness of the location should already be known in the neighbouring country. In addition, I would always recommend distribution in the respective national language, otherwise the customer will not feel addressed and will not be able to make the connection."
The importance of the opening of the border and thus the return of foreign customers for ACTION became particularly clear in Klettgau. The Swiss account for around 30 per cent of total sales there. "Sales dropped significantly during the border closure and the average receipt also fell. In the first week after the border was opened, we were already generating sales at the previous level again," reports Radak. In Guben, around 20 per cent of sales come from Polish customers.
Different countries, different customs: MEDIA Central helps
Despite being part of the EU for the most part, different laws apply to unaddressed household advertising in each of Germany's neighbouring countries. In some Dutch cities, for example, advertising may only be distributed to households that have a "Yes, I would like to receive advertising" sticker on their letterbox. In Switzerland, a non-EU member state, there are also strict rules on the import of flyers. As a media agency with offices in the Czech Republic and Poland and many years of experience in the field of international household advertising in 23 European countries, MEDIA Central is happy to assist its customers in these matters.