Kaufland, part of the German group Schwarz Gruppe, is restructuring its marketing department and introducing a new unit called “Kunde” (“customers”), following the example of its sister chain Lidl.
Adaptation to the Lidl model
With this reorganization, Kaufland aims to place the customer at the center of its daily operations. “We want to more strongly anchor the needs and perspectives of our customers in our daily actions,” the company states. This is why the departments of Business Intelligence, Customer Relationship Management, Marketing, Private Label Brand Management, and Promotions Management have been consolidated into a single structure. The integration is expected to lead to clearer responsibilities within Kaufland’s management.
