With over 45 million products in more than 6,000 categories, Kaufland wants to consolidate its position as one of Germany's largest online platforms and at the same time establish itself as a pan-European player alongside Amazon, Otto and Co. Karo talks to Gerald Schönbucher (CEO of Kaufland.de) about how to get there: from transformation over the last six years to expansion into new markets to strategic initiatives such as retail media and the unique Kaufland Card.
How do you manage the balancing act between classic price comparison and social commerce? What role do loyalty programs, data-driven marketing and a wide range of non-food products play in competition with global platforms?
Our key insights from the Kaufland podcast:
🌐 Marketplace with food DNA: Kaufland combines stationary food expertise with a huge range of non-food products. Smartly linked with the unique Kaufland card.
🌍 Expansion with plan: After Slovakia, Czech Republic, Poland and Austria, Kaufland is focusing on France and Italy, with the aim of existing as a lovebrand alongside Amazon & Co.
📈 Retail media with impact: Kaufland uses self-developed Sponsored Product Ads for measurable KPI increases and real benefits for retailers, brands and customers.
📱 Social commerce as a reach lever: The combination of SEO, price comparison and influencer marketing increases brand awareness, especially among the young target group.
♻️ Services as growth drivers: From warranty extensions to re-commerce to innovative payment solutions, Kaufland is consistently expanding its service ecosystem.
