04-2024_Pricing-News: Dubai Chocolate – the hype in small luxury for everyday life
Die Dubai-Schokolade hat in den letzten Monaten einen beispiellosen Hype erlebt. Warum zahlen Konsumenten ein Vielfaches für das Produkt? Und was lernen wir daraus?
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03-2024_Pricing-News: How You Can Use Customer Cards for Personalized Pricing
Auch wenn die Nutzungsquoten zurückgehen: so schnell sollte man sich von der Idee der Kundenkarte nicht verabschieden. Richtig eingesetzt, kann sie ein Instrument des personalisierten und zudem location-getriebenen Pricing werden.
The K-Favourites Line: Strategic Pricing for Private Labels at Kaufland
The food retailer Kaufland has now expanded its private label offering. The new value-added brand “K-Favourites” offers around 160 items. It is aimed at all people who want to “treat themselves to something special in everyday life.”
The quality brand complements the price spectrum between entry-level and premium.
The brand is intended to offer clear added value, such as extraordinary ingredients, a special place of production or
a long maturation period. The range extends from pasta and meat to chips and chocolate to dairy products and delicatessen. It is supplemented by products from the pet food and hygiene sectors. “Private labels are more than just a remake of A-brands today. With the top products from K-Favourites, we are going our own, confident way”, explains Stefan Hüttemeister, Managing Director Brand Management International at Kaufland.
Pricing for private labels: Kaufland occupies not only the entry-level price ranges
Dr. Hans-Christian Riekhof, Professor of International Marketing at the Private University of Göttingen, sees private labels as an increasingly important, strategic component of the retail assortment. “They contribute – if done correctly and especially in the long term – disproportionately to the company’s results. In addition, they help to create a price architecture in the assortment in which the entry-level price ranges are also adequately represented.” For the pricing expert, they are both “assortment and price strategically an extremely important response of the trade to
the price pressure in the market”.
What is remarkable about the Kaufland strategy, which other retailers also strive for, is that with the private labels not only the entry-level price ranges are occupied, says Riekhof. “Such an assortment and price strategy will have to be worked on in the long term in order for it to fully pay off. The brand manufacturers in the middle price ranges will be the first to notice when they are delisted.”
Photo: © Kaufland
Further links:
Kaufland Homepage:
https://unternehmen.kaufland.de/presse/pressemitteilungen/pressemitteilungen-detail.y=2019.m=09.n=neue-eigenmarke-k-favourites.html
Lebensmittelpraxis:
https://lebensmittelpraxis.de/handel-aktuell/25311-k-favourites-kauflands-neue-eigenmarke-2019-09-03-11-12-34.html
Supermarktblog.com:
https://www.supermarktblog.com/2018/09/25/k-favourites-ist-da-jede-woche-eine-neue-kaufland-eigenmarke/
Focus (Preview, 26.03.2019):
https://www.focus.de/finanzen/news/vollsortimenter-und-discounter-kaufland-mit-neuer-mittelpreismarke-favourites_id_8670631.html
GFM News: locandis turns digital customer card into an in-store search engine
The app-based digital customer card from locandis now includes a Product Finder, which functions as an in-store search engine. This is intended to save customers the search for an employee when they cannot find a product.
Customers enter the desired product in the app and are then guided to the correct shelf via in-store navigation. The system is already being tested in a self-service department store. Stefan Brinkhoff, CTO of locandis, says: “We have found that the Product Finder significantly increases the use of the digital customer card in the store: customers need this form of orientation and support. Of course, this only works if the system is extremely precise – the location is determined to within 1 m in a 6,000 sqm market.”
locandis’ digital customer card offers high accuracy in search
The app uses sensor fusion for this: several sensors, which on their own have no predictive power, are used for location determination and navigation. “This technology is the basis for Real Time Targeted Promotions”, adds Dr. Hans-Christian Riekhof, marketing professor at PFH Göttingen. “If retailers know what customers are looking for and where they are moving in the store, targeted purchasing impulses can be set via push notifications and couponing. Logical zones can be defined in the store that have high predictive power.”
Link to the medium:
www.gfm-nachrichten.de
More information about locandis:
www.locandis.de
Location-based Marketing Technologies – which have potential? An interview with locandis CTO Stefan Brinkhoff:
LbM Technologies – which have potential?
