"The prize race" and "The ball is in your court" represent digital transformation by presenting content in the form of a game (gamified content). We have developed a series of raffle games that have given our customers the opportunity to win prizes in products. The Penny-February Prize Race and the Penny-October Prize Race editions offered a total of more than 600 000 instant prizes for all users of the PENNY app, while "The Ball is in You", a game organized on the occasion of the Euro2024 Football Championship, offered more than 300 000 instant prizes. The 3 games resulted in over 34 million games and over 900 000 prizes offered. The PENNY leaflet, from 2024, can be accessed directly on WhatsApp. After subscribing to this service, customers receive the offers free of charge every Wednesday morning (in some cases also on Thursdays). We have developed an integrated approach to improve our customers' experience by always keeping them up to date with our offers and promotions, paying particular attention to digital marketing and search engine optimization measures. Among the methods used in the reporting year are: • presence in the digital environment through: – own platforms (own website, newsletter, Social Media channels) – external platforms (social media operated by other organizations, scheduled and displayed advertisements) • TV commercials, dedicated to promoting our products • printed advertising materials, such as leaflets or PENNY magazine The cashback service, through which our customers can withdraw cash directly at the cash register, when paying for their purchases, is available in all stores in Romania. The maximum amount they can withdraw is 200 lei, and the transaction is not conditioned by a minimum value of the shopping receipt. The service is available for all credit or debit cards that have this option active. The app #walk15 brings „Step Challenge”. Our partnership with the #walk15 app offers customers a 20% discount on products in the fruit and vegetable category, every time they reach 20 000 steps. The discount is applied in all PENNY stores. In 2023, we launched the Step Wallet initiative in 376 PENNY stores in Romania. Through this functionality, users were able to change the steps taken with discounts on healthy and sustainable products, integrating digital marketing with the in-store experience. 954 500 000 steps were exchanged for PENNY offers – the quivalent of 19 rounds of the Earth 48 755 transactions for healthy products were made through the #walk15 app 65.5 tons of products were sold through this initiative 681 785 km were walked by customers to reach PENNY stores 122.72 tons of CO₂ were potentially saved by choosing to walk instead of car transport 3 408 928 virtual trees were "grown" in the app, as part of environmental education and environmental impact awareness The positive external impact of this initiative has been significant: MESSAGE FROM THE GENERAL MANAGEMENT SUSTAINABILITY STRATEGY AND GOVERNANCE ABOUT US AND OUR VALUE CHAIN ABOUT THE REPORT THE FUTURE IS MADE TODAY SUSTAINABILITY MILESTONES SUSTAINABILITY REPORT PENNY ROMANIA 2024 86/276
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