Kaufland has launched Kaufland Interact, a new retail media platform that allows brands and advertisers to reach customers through data-driven advertising across the retailer’s stores, app, and online marketplace. The launch was announced in Neckarsulm, Germany, on 25 March 2026.
The new platform combines online and in-store advertising and allows partners from sectors including FMCG, tourism, telecommunications, automotive, and finance to promote products and services across Kaufland’s customer touchpoints.
Kaufland operates more than 1,600 stores across Europe, and its online marketplace, launched in 2021, now includes more than 13,000 retailers offering over 45 million products. The company also operates the Kaufland Card XTRA loyalty programme, which has more than 30 million members across Europe, including more than 13 million in Germany.
Kaufland Interact will offer advertising across the full customer journey, including the Kaufland app, website, digital brochures, social media, messenger services, digital out-of-home screens, and in-store channels. Video advertising formats are now available in the Kaufland app, and the company is digitising in-store radio across more than 780 stores in Germany, allowing audio advertising to be scheduled at store level.
The platform will also be supported by a new Customer Data Platform, allowing Kaufland to use first-party data alongside existing campaign planning tools. The company said all data-driven advertising formats will comply with national and European data protection regulations.
The move reflects the growing importance of retail media in the supermarket sector, where retailers are increasingly using loyalty data, store traffic, and e-commerce platforms to build advertising businesses alongside traditional retail operations.
For FMCG brands and suppliers, retail media platforms like Kaufland Interact allow advertising to be placed closer to the point of purchase, both online and inside stores, where purchasing decisions are made.
Why it matters
Retail media is becoming a new revenue stream for supermarket groups across Europe. Retailers are using their loyalty programmes, apps, and in-store digital screens to sell targeted advertising to FMCG companies and brand partners.
For suppliers, this changes how products are promoted in supermarkets. Advertising is no longer limited to leaflets and shelf placement. It now includes app advertising, digital screens, in-store audio, and sponsored product placements on retailer marketplaces.
This means retail media is becoming part of supermarket strategy, not just marketing, and platforms like Kaufland Interact show how retailers are building their own advertising ecosystems using first-party customer data and store networks.
