dm Success Story: Growth Powered by Smart Data and Strong Partnership

Situation

dm, market leader in Austrian drug channel, known for its strong focus on consumer needs and innovation in retail, aims to maintain a competitive edge by staying closely informed about market developments and optimizing its product assortment, pricing and promotional strategies.

NIQ has maintained a long-standing, collaborative, and trusted partnership with dm, supporting them throughout their journey to market leadership in the drugstore (DFH) segment. This close relationship is built on continuous dialogue and mutual strategic alignment. The collaboration involves regular exchange with the dm SMART Team (responsible for assortment and market analysis) and semi-annual management-level presentations.

The outcome

Unlock the power of data-driven retail success 

dm needed to gain deeper and faster insights into market dynamics and shopper behavior to strengthen its position in an increasingly competitive FMCG landscape. Key challenges included the need for comprehensive, timely data covering all relevant FMCG channels (including drugstore, grocery, and discount), as well as clear guidance for assortment optimization and promotional effectiveness. The company required a reliable partner to support its assortment management with advanced analytics, industry benchmarks and shopper-centric insights.

With NIQ’s support, dm achieved greater data transparency and strategic clarity across its operations. Since 2025, NIQ has delivered weekly updates on market development, offering the most comprehensive FMCG coverage in Austria. In-depth category presentations and tailored recommendations have helped dm fine-tune its assortment, pricing and promotional strategies. The semi-annual executive briefings provide leadership with a clear view of market trends and dm’s performance potential. Additionally, tools like Retail Pulse have equipped dm with critical insights into consumer behavior, loyalty and competitive positioning. NIQ also provides ongoing training in analytics and software, enabling dm teams to maximize the value of the data in day-to-day decision-making.