Kaufland launched several initiatives and ranges across its operations in Germany and the CEE.
Kaufland Germany and Romania on WhatsApp
Combined with the website, emails, and in-store leaflets, the retailer will now also communicate with it shoppers via the messenger service. Shoppers will receive short messages with promotions and recipes. According to download statistics over 60% of the German population has access to the app, with around 90% using the service daily or several times a week. This is not a new initiative as we see the likes of Walmart and Carrefour in China use WeChat, the local social media platform.
Kaufland makes free-from more affordable
Kaufland Germany rolled out its latest healthy range ‘K-free’. This is its first free-from range offered in the value price tier K-classic, to make healthy food and food intolerances affordable. Although launched in Germany, the retailer expects to introduce the range across other CEE markets, where healthy eating is a popular trend.
Kaufland Romania’s first single-use-plastic-free store
The flagship store in Bucharest, Barbu Vacarescu, is the first to implement its strategy on reducing single-use plastics. It replaced more than 90% of disposable plastic materials with recyclable ones, introduced bags made of compostable materials at checkout points, and added bio-waste bins for shoppers to dispose of biodegradable waste. By the end of 2019 the retailer will install more recycling machines in-store.
Kaufland Bulgaria promotes fresh food for children…
Kaufland created a booklet for children where fruit and vegetables are featured as superheroes. The booklet is handed out across all its stores. It illustrates and describes each character’s super power that is based on the health benefits of each fresh food item. The aim is to compel children to be interested in fresh food and to influence their parents to buy for them more fruits and vegetables.
…and launched a new range of toys
Kidland, a private label of children’s toys is now available in stores across Germany, Poland, Romania, Czech Republic and Bulgaria. The range offers a wide assortment suitable for new born to the age of eight. The retailer is showing a clear focus on children, following the launch of a private label clothing line, Kuniboo, earlier in 2018.
Kaufland Moldova will invest €100 mn in first three years
Kaufland is going to open first three stores in Chisinau, with an additional 12 store openings planned outside the capital. Given the small size of the country, stores will be fulfilled from distribution centres in Romania, and so far, there are no plans to set one up in-country.
To keep up-to-date about Kaufland’s trading priorities and latest news see our profile on the retailer.