New web presence focuses on product diversity and local offers.
With over 650 branches, Kaufland ranks amongst the biggest food retailers in Germany. In addition, Kaufland is represented in six other countries in Central and Eastern Europe. Overall, Kaufland operates over 1.200 branches in Europe. On its website, the company wants to further convince with new, branch-specific offers, with its diverse range of products and with inspiration every week. The dynamic and increasingly digital market environment makes a repositioning of the company necessary.
To ensure a uniform corporate identity beyond all sales channels, Kaufland decided upon a website relaunch and relied on Merkle as its implementation partner therefor.
Within the framework of the website relaunch, Merkle was responsible for the concept, design, technical implementation and setup of the technical operation. For the project, we chose an agile approach in accordance with Scrum: