{"id":121385,"date":"2025-06-27T14:19:51","date_gmt":"2025-06-27T12:19:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=121385"},"modified":"2025-06-27T14:19:52","modified_gmt":"2025-06-27T12:19:52","slug":"kaufland-modelleert-marketingafdeling-naar-lidl-voorbeeld","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/kaufland-modelleert-marketingafdeling-naar-lidl-voorbeeld\/","title":{"rendered":"Kaufland modelleert marketingafdeling naar Lidl-voorbeeld"},"content":{"rendered":"\n

Kaufland<\/strong>, onderdeel van de Duitse Schwarz Gruppe<\/strong>, herstructureert zijn marketingafdeling en introduceert een nieuwe eenheid onder de noemer “Kunde” (“klanten”). De retailer volgt daarmee het voorbeeld van zusterketen Lidl<\/strong>.<\/p>\n\n\n\n

Aanpassing aan het Lidl-model<\/h2>\n\n\n\n

Met de herschikking wil Kaufland de klant centraal stellen in zijn dagelijkse operaties. “Wij willen de behoeften en perspectieven van onze klanten sterker in het dagelijkse handelen verankeren<\/a>,” aldus het bedrijf. Daarom zijn de afdelingen Business Intelligence, Customer Relationship Management, Marketing, Brand Management Eigenmerk en Actiemanagement samengevoegd in \u00e9\u00e9n structuur. De integratie moet leiden tot duidelijkere verantwoordelijkheden binnen het management van Kaufland.<\/p>\n\n\n\n

De leiding komt in handen van Michael L\u00fcttgen, die de titel Chief Customer Officer krijgt, zo heeft het bedrijf bevestigd tegenover Lebensmittel Zeitung. L\u00fcttgen, die eerder werkzaam was bij Globus, rapporteert direct aan Jochen Baab, het bestuurslid verantwoordelijk voor inkoop. In tegenstelling tot Lidl krijgt de nieuwe klantafdeling bij Kaufland namelijk geen aparte zetel in het bestuur. <\/p>\n\n\n\n

De nieuwe klantafdeling zal nauw samenwerken met de verkoopafdeling, met als bedoeling bij de assortimentsvorming of bij promoties de individuele voorkeuren van klanten zo goed mogelijk mee te nemen, stelt Kaufland. Bij Lidl werd de klantenafdeling vorig jaar al als zelfstandige eenheid ingericht, met onderdelen uit zowel de inkoop- als de verkoopafdeling. <\/p>\n","protected":false},"excerpt":{"rendered":"

Kaufland, onderdeel van de Duitse Schwarz Gruppe, herstructureert zijn marketingafdeling en introduceert een nieuwe eenheid onder de noemer “Kunde” (“klanten”). 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