Five ways Kaufland in Croatia is attracting shoppers to its stores | Progresiv
Kaufland has been rolling out its new store concept in 2018 and 2019 with some local variations to fit local needs. In one of its smallest markets, Croatia, IGD visited the newest store in Zagreb, Kaufland Blato, to see what stores are doing to attract shoppers. 
1. Adding services to outside of the store
By having the digital screen outside the store, is a modern and effective way to market various promotional offers with minimum staff involvement in changing the display. The store also has a food bar offering the choice of fresh cooked food-to-go and a seating area for immediate consumption. In additional a free electric car-charging unit is installed to attract shoppers to drive their car to the store extend their visit of the store while the car charges.
2. Covering needs beyond the main-shop mission with food-to-go
The retailer places chilled food-to-go at the beginning of the shop path will bring shopper awareness to the category. The chiller includes an assortment of products, including own brand K-to Go. It also has a K-to Go coffee machine near the store exit to suggest to shoppers a drink after completing their shop.
3. Raising shopper awareness of new private label ranges to communicate growing affordable choice
Private label products are visible and clearly differentiated with the use of gondola-ends for ranges such as Take-it Veggie (vegetarian food) and Kuniboo (baby clothing and products). The retailer also blocks some aisles with its own brands, such as the Bevola range in the baby category, so to bring shopper attention to the range. The location of the products in the central aisle is placed at a high footfall part of the store and has ample space for shoppers to linger around the products.
4. Helping the shopper to choose with informative placards
Shoppers will find the in-aisle signage in categories such tea, pasta, rice and chocolate. It’s useful for the shopper to educate them about the products and entice them to try something new or make a more informed choice that suit their tastes or healthy objectives.
5. Minimum marketing to focus communication to the shopper
Aisles were not cluttered with in-aisle marketing communication, as most of them have a few shelf-barkers placed sporadically across a row. Limiting communication materials in a category will help attract shopper attention better as the marketing communication is not diluted up by the clutter of excess. (retailanalysis.igd.com)
