The implementation of the one-stop shopping strategy remains one of the key directions of chain development. The latest campaign, under the slogan “We also have a drugstore here!”, shows that customers can collect everything they need on a daily basis during one visit.
Kaufland draws attention to the logistical challenges faced by people planning family shopping. This often involves visiting many stores to complete the planned product list. The main goal of the campaign is to make customers aware that Kaufland’s assortment goes far beyond food products. All the products you need, from various brands, can now be found in one place. – The new campaign is a light and warm story about family shopping, in which the characters include: a father with the appearance of a Viking or a determined teenager. We show a world in which everyone, instead of choosing a traditional drugstore, uses the wide range of products available from us. We wanted the spot to be cheerful, close and pleasant to read, but at the same time have an element of surprise. The most important message of the campaign is simple: in Kaufland, customers have a full-fledged drugstore at their fingertips. They can buy their favorite cosmetics and cleaning products while doing their daily family grocery shopping. It’s a huge convenience and time saving when everything can be done during one visit to the store, says Bartosz Kałuziński from the Marketing Department at Kaufland Polska.
A well-known offer, greater shopping comfort
An important element in the development of the drugstore category in Kaufland is its stable presence in the store structure. The space allocated to this category has remained unchanged for years, which provides customers with comfort and predictability of purchases. The assortment is constantly adapted to the needs of modern consumers and the size of individual stores.
– Our competitive advantage remains scale and stability. At Kaufland, we do not experiment with customer loyalty through sudden changes in the assortment. They will always find what they came for here, without unnecessary surprises, but with a full selection of brands to which they are attached. At the same time, we respond to customer needs. We are developing a section dedicated to dietary and fitness supplements. Those categories that arouse more and more interest get more shelf space and become more available. – emphasizes Sławomir Kołodziej, Director of the Purchasing Division at Kaufland Polska.
As he adds, this strategy is a conscious choice of the brand:
– In the world of trade, where customers often experience their favorite products disappearing from the shelves, we focus on the continuity of the offer. We serve hundreds of thousands of consumers who come to us for specific, proven products. In this way, we build loyalty through the availability of the assortment.
One-stop-shopping, or what?
The one-stop shopping model developed by Kaufland responds to the growing importance of shopping convenience and efficiency. A customer who comes to buy food products can buy cosmetics and home goods at the same time, without additional stops.
This approach of the brand translates directly into saving the customer’s time and streamlining everyday duties, reminding us that Kaufland is a place of comprehensive shopping, which is becoming a space where care for home, beauty and lifestyle is at your fingertips. Customers no longer have to choose between large grocery purchases and access to their favorite drugstore brands – they can find everything in one visit.
