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Intermarché and Carrefour are introducing changes to loyalty programs
Personalization of the offer is an extremely important process that allows you to better understand customer purchasing behavior and meet their expectations. According to research conducted by McKinsey[1], 71 percent consumers expect personalization from companies, and over three-quarters (76%) emphasize that receiving personalized communication is a key factor in choosing a given brand, and as many as 78% believe that such content increases the likelihood of repeat purchase. This means that the need to increasingly better match offers also in loyalty application systems remains an unwavering trend, and even a necessity. The Kaufland chain responds to customer expectations related to adapting promotional offers, proposing appropriate coupons and discounts that customers will actually benefit from.
– Our Kaufland Card loyalty program, which we launched in March 2023, has been a huge success, attracting as many as 3.6 million users within the first year of operation. To date, over 4 million people have joined the loyalty program. Kaufland Card has become an indispensable element of our customers' everyday shopping thanks to the fact that we offer attractive promotions and savings opportunities. Program users can now enjoy access to special offers and coupons tailored to their personal shopping preferences. However, we are constantly working on the continuous improvement of the Kaufland Card loyalty program to provide customers with offers best suited to their needs, provide them with better and better benefits and effective use of discounts and coupons during everyday shopping – says Paulina Katana, director of the Digital, Media Planning and Purchasing Division. and CRM.
An example of well-personalized offers are product coupons tailored to the real needs of consumers. They are received by customers belonging to the Kaufland Card loyalty program who in the past purchased products similar to the items currently covered by the promotion. Thanks to this solution, in the coupon section of the Kaufland application, they receive offers tailored to their shopping preferences.
Kaufland announces continued work on the development and improvement of its loyalty program and application. In the future, the chain plans to expand available promotions, ensuring greater diversity and even more interesting offers for all users, providing unique shopping experiences.
[1] McKinsey, What is personalization?, 2021
