Did you know that a typical buyer in KAUFLAND store is a man born in 80's?
[Source: Youtube]
KAUFLAND looks forward to this shift from senior to younger generations. This year, they plan to open three new stores in Slovakia - Poprad, Michalovce and Bratislava Avion, and other operations will be remodeling soon. For the time being, they do not plan anything in the field of e-commerce, so they plan to build their success on the classic proven principles. KAUFLAND has grown to + 8% in sales compared to the previous year, including the openings (+ 5% on the old area). The plan for 2017 is + 6% grown.
Many fresh ideas are coming from a new leadership. Almost 70% of new leadership team came from LIDL.
The assortment will be recovered by 25%, vertical product placement, all the news will have to be in Shelf Ready Packaging. Planograms are adjusted every month according to the current market situation, season, and a number of in-out items. Suppliers are not allowed to produce them.
I expect fewer advertisements and articles in the leaflets, but the leaflet format remains. However leaflets will be from glossy and high-quality newsprint and there will be 20% fewer promo items in leaflets.