German retailer Kaufland goes online


German retailer Kaufland has taken the first step for the development of e-commerce segment. The company announced that it is ready to start their own online sales department, which will operate under the umbrella brand Kaufland Omni channel International GmbH. Former manager at Otto Group Marcus Rodermann would be the head of the new department.

The retailer expects the online store to be functional starting 2017. This move towards the omni-channel strategy is a priority for the company, says the representatives of Kaufland. In addition, the development of new sales segment, the retailer will use its logistical equipment.

The announcement comes after a long discussion about the strategy that will address the German company’s online store development. Given that major retailers such as Rewe Group have invested in the concept of drive-in that had not expected success in Germany, analysts expected the retailer are likely to experience the click & collect model. Besides the German market, Kaufland intends in the next 2-3 years to develop an online store and market in Poland.

Through this movement, Kaufland might join the list of major online retailers present on the market in Romania, along with Cora, Carrefour, Metro, dm drogerie markt and Mega Image. Kaufland, part of German Schwarz, is among the largest retail companies in Europe, with over 1,200 stores in seven countries. In Romania, the retailer operates 108 hypermarkets nationwide in fiscal year 2014 recorded a turnover of nearly 8 billion lei, up 10% over the previous year.