Kaufland – Website Relaunch

New web presence focuses on product diversity and local offers

At a glance

  1. 01The challengeEnsure a uniform corporate identity beyond all sales channels
  2. 02Our approachAEM 6 as the central content management system (CMS)
  3. 03The resultIn October 2016 the new website went live
KAUFLANDCreated with Sketch.
  • Sector

    • Retail & Consumer Goods
  • Disciplines

    • Strategy & Consultation
    • Conception
    • User Experience & Design
    • Technichal implementation
    • Agile workflow
  • Year

    • 2016
  • Tech Stack

    • Adobe Experience Manager 6
    • SAP Hybris
    • ApacheSolr
    • Java
  • Services

    • Fullservice
    • Experience Platforms

The challenge

With over 650 branches, Kaufland ranks amongst the biggest food retailers in Germany. In addition, Kaufland is represented in six other countries in Central and Eastern Europe. Overall, Kaufland operates over 1.200 branches in Europe. On its website, the company wants to further convince with new, branch-specific offers, with its diverse range of products and with inspiration every week. The dynamic and increasingly digital market environment makes a repositioning of the company necessary.

To ensure a uniform corporate identity beyond all sales channels, Kaufland decided upon a website relaunch and relied on Merkle as its implementation partner therefor.

Our approach

Within the framework of the website relaunch, Merkle was responsible for the concept, design, technical implementation and setup of the technical operation. For the project, we chose an agile approach in accordance with Scrum:

  • Preparation and prioritization of product properties to implement in concept and design
  • Planning of concept and design just-in-time and continuous improvement by closely cooperating with Kaufland
  • Technical transfer of data concerning bidding, private label products, recipes and branches from various external systems into AEM 6 as the central content management system (CMS)
  • Use of SAP Hybris to transform and to structurally process product data
  • Implementation of SOLR to link SAP Hybris and AEM

In October 2016 the new website went live; until the end of 2017 the rollout will follow in six other Central and Eastern European countries.

Customers can now benefit online from the advantages of a branch.

The website offers an intuitive presentation of the diverse range of products and private label products. Customers profit by branch-specific promotional offers, implemented in a holistic company presentation, as well as, a personal login area to manage watch lists. Editorial content such as over 2000 recipes, sweepstakes, and newsletter inspire and motivate the customers along their shopping experience.
Kaufland - Ansicht Website Kaufland Filialfinder

Intuitive editorial process.

Internally, the new website also meets the requirements of Kaufland: the intuitive editorial process ensures high acceptance among authors and the dynamic import allows for simple daily updates of data. Moreover, the CMS AEM 6 guarantees technical expandability.
Kaufland - Ansicht Website: Aktuelle im Angebot

More success stories.

Curious? We also successfully implement your digital project.

Your contacts at Merkle: Tobias Hollritt for Switzerland, David Haunold for Austria and Benjamin Quitter for Germany