German retail chain, Kaufland has enhanced its digital advantage programme, the Kaufland Card, further bridging the gap between stationary retail and the online marketplace.

In a statement, the chain said it had enabled registered users of the Kaufland Card to also collect loyalty points online and redeem them when shopping both online and in stores. In addition, marketplace coupons can now also be found in the Kaufland app.

“With this step, we are bringing the successful Kaufland Card programme even more strongly to our marketplace and are thereby creating many new advantages for our customers and, in the future, our retailers,” said Gerald Schönbucher, CEO of Kaufland e-commerce GmbH.

As part of the upgrade, the loyalty programme will also be rolled out as a supplementary marketing option for over 11,000 marketplace retailers. This means they can offer their items as Kaufland Card coupons at a special price or with discounts to achieve higher visibility in the Kaufland app.

“We are pleased to be able to offer this added value. This makes us one of the few companies in Europe that offers an interlinked omnichannel programme with stationary branches and an online marketplace,” Michael Lüttgen, Managing Director of Kaufland Marketing International said.

The Kaufland Card has been available for use online and in partners’ stores in Germany since October 2021. In a move to combine the marketplace and branch worlds the company previously announced that relevant offers from the branches and the marketplace would be presented together. In addition, it was revealed in September that shoppers at all Kaufland outlets in Germany could now make payments via its app using the Kaufland Pay feature. By introducing shared loyalty points Kaufland believes it is now creating a further omnichannel advantage.

Subscribe to the Seamless Xtra weekly newsletter
See our latest daily updates on LinkedIn 
Image source: Kaufland