How Brands can Strategically grow on Kaufland Global Marketplace

In a Nutshell:

Brands on Kaufland Global Marketplace can do more than just sell – they can stay visible, enhance their brand, and boost sales. Kaufland offers flexible partnership models (Marketplace Seller, Vendor Partner, Content Partner and Advertising Partner), which can be tailored to specific needs. The Brand Relations team provides 360° support, marketing campaigns, retail media solutions, and performance analysis. With targeted strategies throughout the marketing funnel – from Awareness to Conversion – Kaufland helps brands grow. All partners accessing tailored solutions to maximize brand presence and for any budget size.

Brands on Kaufland Marketplaces

Brands present on Kaufland Global Marketplace today have far more opportunities than just “selling.” The Brand Relations team provides a clear system of partnership models and services that help brands enhance their visibility, sales, and brand management – from independent marketplace selling to vendor cooperation, content, and advertising partnerships.

The focus is on flexibility: brands can use the four partner types individually or in combination, tailoring their setup to their strategic goals. This is supported by a wide range of services, from campaign planning and content optimization to detailed performance analyses.

The Brand Relation Partner Types at a Glance:

1. Marketplace Seller
    Brands sell their products directly on the marketplace and handle pricing, content, and customer service.
     👉 Ideal for brands that want full control over their branding, growth, and sales strategy.
2. Vendor Partner
    Brands sell their goods to Kaufland, which then distributes and manages content and campaigns.
     👉 Best for brands looking to leverage Kaufland’s reach and expertise while outsourcing operational tasks.
3. Content Partner
    Brands manage their product content but don’t sell directly, ensuring their listings are consistent and brand-compliant.
     👉 Suitable for brands that want control over their presentation while leaving sales and logistics to other sellers.
4. Advertising Partner
    Brands invest in marketing through homepage placements, brand shops or sponsored ads to increase visibility.
     👉 Perfect for brands looking to boost visibility while sales are managed by others.

There are various other opportunities and solutions to explore or development, always depending on the need of the partner.

These partnership models are not exclusive; they can be combined flexibly. Many brands choose to utilize all four models in a comprehensive partnership: selling as a Marketplace Seller, also distributing via Kaufland in the Vendor model, controlling product information as a Content Partner, and boosting visibility through Advertising measures. This creates a seamless integration of sales, content, and marketing.

Services for Brands: From Content to Insights

Kaufland offers a wide range of services for these partner types, which brands can combine depending on their strategy:

• One Face to your Brand: A 360° approach with a dedicated account manager coordinating content, campaigns, and reporting.      
• Campaigns: Execution of targeted marketing efforts like homepage placements or newsletters social media integrations for instance.        
• Retail Media: Tools like Sponsored Ads for products and brands or Brand Shops to boost awareness and conversions.       
• Content Solutions: Exclusive rights, custom adjustments, and Rich Content for top-quality brand presentation.        
• Reviews: Integrating product reviews from the brand’s own shop to build trust and consistency.        
• Data & Insights: Detailed reporting, performance data, and regular check-ins to optimize collaboration.

Here’s an example of the content: on the left, you can see the product detail page without any brand-specific content; on the right, the version with rich brand content.

All partners have access to these services. The goal of all these services is to provide maximum value through tailored strategies.

Here are two examples of brand shops on the Kaufland marketplaces.

The Holistic Journey of a Brand – From Awareness to Loyalty

A great example of a full brand partnership with Kaufland Global Marketplace: Brand X, a leading household appliance provider, wants to position its brand comprehensively on the marketplace, aiming to increase both awareness and conversion.

The strategy follows the classic marketing funnel:

1. Awareness & Consideration (Top and Mid Funnel)

• Brand Shop: Regularly updated to showcase the full range and tell the brand story.
• Homepage Placements: Featured multiple times a year to drive traffic and visibility.
• Newsletter Campaigns: Reaches a large number of high-intent potential customers.
• Social Media Activations: Collaborations with Kaufland’s social media channels to reach a younger audience.

2. Conversion & Loyalty (Bottom Funnel)

• Sponsored Ads: Targeted ads for relevant search queries driving traffic to product pages.
• Content & Reviews: High-quality descriptions, images, and reviews to support purchase decisions.
• Promotions & Coupons: Time-sensitive discount actions to encourage purchase.

Through this combination of services, Kaufland supports brands along the entire marketing journey, from awareness to conversion and loyalty, with continuous optimization via data insights.

Branding opportunities at Kaufland Global Marketplace along the marketing funnel

Conclusion & Key Learnings:

Kaufland Global Marketplace offers brands a modular platform with combinable solutions for sustainable growth. Whether it’s sales, content, or marketing – by connecting the right partnership models and services, brands can effectively increase their reach, brand visibility, and revenue.

Here’s how it helps:

• Four combinable partnership solutions: Marketplace Seller, Vendor Partner, Content Partner, and Advertising Partner – flexible and adaptable based on goals.
• Individual adaptation: Brands can optimize their strategy by combining the models to fit their specific needs. Comprehensive service range: From content solutions and targeted marketing efforts to detailed performance analyses – all from a single source.  
• Holistic marketing funnel: Supporting the brand from brand awareness (Awareness) through purchase decision (Conversion) to customer loyalty (Loyalty).
• Transparent data & insights: Regular reporting and analyses for continuous optimization of the strategy.

Interview

Patrick Kemtzian, Head of Brand Relations at Kaufland Global Marketplace, describes the goals pursued by his brand relations team and how they work in practice in an interview.

How do you work with brands, and what makes your approach unique?

Our approach is highly personalized. We don’t apply a one-size-fits-all model; instead, we develop customized solutions based on the specific needs of each brand. That’s why we start with a collaborative process to analyze your goals, target audiences, and brand values, which allows us to create a truly tailored strategic plan. We refuse to be constrained by categories or standard models, focusing instead on crafting a unique and compelling brand experience for your target audience on Kaufland. All of our partnerships are built on a foundation of transparency and close communication to ensure we achieve genuinely measurable and sustainable results.

Which brands do you work closely with, and which project is an example of your work?

We collaborate with global brands such as Samsung, Huawei, Warner Brothers, Deutsche Telekom, and LEGO. A prime example is the LEGO Takeover, where we engineered a fully integrated brand experience. This included a customized branded storefront and tailored campaigns, resulting in a success that was both visually stunning and strategically effective