Kaufland transforms in-store ads with digital radio and app video campaigns
"Retail media is the natural response to shifting consumer behavior. Today's shoppers are informed, discerning, and demanding. We have a wide range of touchpoints—across our brick-and-mortar stores, our online marketplace, and our app. This seamless integration of online and offline channels creates unparalleled proximity to the actual shopping experience. Brands and partners can reach people not just at any moment, but precisely when they are engaging with products and making purchase decisions. That's why retail media isn't just an add-on—it's an essential part of a better shopping experience," says Matthias Schönwandt, Managing Director of Kaufland Interact.
New: Video Ads in the Kaufland App
At launch, the offering includes advertising opportunities spanning the entire customer journey, with formats available in-app, on the web, in digital flyers, via messenger and social media, as well as digital-out-of-home solutions and so-called extended audience targeting. For the first time, the Kaufland app will also feature video ad formats. Additionally, the company is digitizing in-store radio across more than 780 German locations, enabling audio spots to be broadcast with precise timing and store-specific targeting. If desired, content can be synchronized with digital screens in stores. Further in-store marketing formats are set to be tested in the coming months.
To expand its capabilities, Kaufland plans to implement a customer data platform. This will not only increase campaign reach but also support cookie-based approaches while enabling the use of first-party data.
"Retail media only works if it enhances—not disrupts—the shopping experience for customers. That's exactly what we focus on at Kaufland. For our brand partners, as well as companies outside the retail sector, this opens up new ways to engage with customers in a targeted manner. We connect with consumers across multiple touchpoints and can clearly demonstrate the impact of advertising on brand perception and sales," says Matthias Schönwandt.
According to the company, compliance with data protection regulations remains a top priority. All data-driven advertising formats are designed to meet national and European privacy standards.
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