Kaufland launches new loyalty programme in Germany

Under the new programme, shoppers earn one point for every euro spent, and these points can be redeemed directly in-store for free products. Points can also be used on the kaufland.de online marketplace, with partners, or within other loyalty schemes.

The Schwarz Group-owned retailer emphasises that the new system is designed to provide more targeted savings opportunities. Kaufland is placing a stronger focus on personalised coupons within its app, using past purchasing patterns to recommend relevant weekly offers. This means customers receive discounts on items they buy regularly or products that match their typical shopping baskets.

According to Michael Lüttgen, Kaufland’s Managing Director for Customer, the Kaufland Card Xtra demonstrates “how modern customer loyalty works”. By combining personalised offers with integration into the online marketplace, the company claims to offer an omnichannel experience that is rare across Europe.

The launch will be supported from mid-February by a comprehensive 360-degree campaign, including TV, radio, in-store, leaflet, poster and digital advertising. Kaufland plans to roll out the programme across all eight of its operating countries throughout the year. Romania and Moldova were the first to launch at the end of January, followed by Germany on 12 February. Poland, Bulgaria, Slovakia, the Czech Republic and Croatia will join later in the year.