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Kaufland launches new digital service: What could put off many customers


Customers in Germany can now use the “Kaufland Card”, which can be found in the official Kaufland app. is testing the new card.

Customers in Germany can now use the “Kaufland Card”, which can be found in the official Kaufland app. is testing the new card.

Neckarsulm - The message about the clear announcement from Kaufland about the 2G rule when shopping is currently making headlines. But this article by

* is about a completely different topic: The new “Kaufland Card”, which users of the official Kaufland app have recently been able to use. The Kaufland app can be downloaded free of charge from the App Store and Google Play. Registration for the “Kaufland Card” is also uncomplicated and free of charge.

What is immediately noticeable, however, is that when registering for the “Kaufland Card”, the user has to provide a lot of personal data, including the exact address with street and house number and an e-mail address.

As a user, you ask yourself why the huge supermarket chain from Neckarsulm needs this information and why is it not enough to simply select the branch?

After all, the personal customer data for the use of the “Kaufland Card” and the Kaufland app are completely irrelevant.

Kaufland / Neckarsulm: Supermarket chain starts with digital "Kaufland Card"

This is very reminiscent of the customer data query with the Lidl Plus app *, which has been available for free since 2020. Here, too, the user must provide personal data in order to be able to fully use the functions of "Lidl Plus". But it is not only in the very questionable registration that “Lidl Plus” and “Kaufland Card” are very similar. There is also a lot of overlap in terms of content. Coupons await all users of the “Kaufland Card” to activate, which entice users with exclusive discounts.

The “Kaufland Card” is captured by the mobile phone at the checkout via QR code, and each app user is also assigned an individual “Card number”.


response to an

request *, Kaufland from Neckarsulm * said that the new “Kaufland Card” was a future benefit program for customers.

"We are currently carrying out a first test in Germany".

Anyone who uses the Kaufland app can take part in the test phase - provided that the registration is completed in full.

Kaufland / Neckarsulm: The “Kaufland Card” could soon offer these functions

It is unclear whether all Kaufland branches can currently use the “Kaufland Card”.

Similar to Lidl, all cash registers would have to be equipped with a reader.

It is not known whether this is the case across the board.


inquiries about further details,

Kaufland said

: "As the test phase is still ongoing, we ask



understanding that we cannot make any further statements at this point in time".

Kaufland's answer shows, however, that more is possibly planned.


After registering, users of the “Kaufland Card” can activate exclusive coupons.

© Jason Blaschke /

Currently, users of the “Kaufland Card” can only activate coupons for discounts.

With “Lidl Plus”, for example, customers have the option of receiving the receipt digitally.

Mobile payment is now also possible from a smartphone via “Lidl Plus”.

It is conceivable that Kaufland will follow suit with its “Kaufland Card” and will soon add similar new functions.

Both Kaufland and the discounter chain Lidl * belong to the Schwarz Group in Neckarsulm, which is now apparently relying fully on digitization.

Kaufland / Neckarsulm: top or flop?

The conclusion on the "Kaufland Card"


result of the

* test: Those who use the new “Kaufland Card” can look forward to exclusive discounts for card users, but have to accept that personal data will be recorded and processed.

Possible future functions such as a mobile receipt or mobile payment could make the “Kaufland Card” particularly attractive for regular customers.

In the

test *, all functions of the “Kaufland Card” worked perfectly.


is an offer from IPPEN.MEDIA.

List of rubric lists: © Jason Blaschke / Olaf Kubasik /

Source: merkur

All life articles on 2021-10-22

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