Five ways Kaufland in Croatia is attracting shoppers to its stores

Date : 21 November 2019

Kaufland has been rolling out its new store concept in 2018 and 2019 with some local variations to fit local needs. In one of its smallest markets, Croatia, we visited the newest store in Zagreb, Kaufland Blato, to see what stores are doing to attract shoppers.

1. Adding services to outside of the store

By having the digital screen outside the store, is a modern and effective way to market various promotional offers with minimum staff involvement in changing the display. The store also has a food bar offering the choice of fresh cooked food-to-go and a seating area for immediate consumption. In additional a free electric car-charging unit is installed to attract shoppers to drive their car to the store extend their visit of the store while the car charges.

  

Source: IGD Research

2. Covering needs beyond the main-shop mission with food-to-go

The retailer places chilled food-to-go at the beginning of the shop path will bring shopper awareness to the category. The chiller includes an assortment of products, including own brand K-to Go. It also has a K-to Go coffee machine near the store exit to suggest to shoppers a drink after completing their shop.

 

Source: IGD Research

3. Raising shopper awareness of new private label ranges to communicate growing affordable choice

Private label products are visible and clearly differentiated with the use of gondola-ends for ranges such as Take-it Veggie (vegetarian food) and Kuniboo (baby clothing and products). The retailer also blocks some aisles with its own brands, such as the Bevola range in the baby category, so to bring shopper attention to the range. The location of the products in the central aisle is placed at a high footfall part of the store and has ample space for shoppers to linger around the products.

  

Source: IGD Research

4. Helping the shopper to choose with informative placards

Shoppers will find the in-aisle signage in categories such tea, pasta, rice and chocolate. It’s useful for the shopper to educate them about the products and entice them to try something new or make a more informed choice that suit their tastes or healthy objectives.

 

Source: IGD Research

5. Minimum marketing to focus communication to the shopper

Aisles were not cluttered with in-aisle marketing communication, as most of them have a few shelf-barkers placed sporadically across a row. Limiting communication materials in a category will help attract shopper attention better as the marketing communication is not diluted up by the clutter of excess.

 

Source: IGD Research

Subscribers wanting to find out more about retailer’s strategic priorities can look at Strategic outlook for Kaufland.

Amin Alkhatib

Senior Retail Analyst – Central & Eastern Europe

Kaufland is building a more relevant offer for shoppers, which differentiates it from rivals, while maintaining control of costs and driving efficiency. The retailer does so by maintaining its price leadership, raising the visibility of its private label range, investing in its stores, developing its sustainability credentials and using its membership in buying groups to maintain margins. In this report we look at its key strategic aims and the strategies being rolled out in its top four markets – Germany, Romania, Poland and Czech Republic.

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