The high shopping season is the most important time of the year for many online sellers – and at the same time one of the most challenging. In the midst of intense competition during Black Week and the two-week warm-up phase that preceded it, Kärcher, the world’s leading supplier of cleaning technology, has proven how a well-thought-out marketing strategy in cooperation with Kaufland Global Marketplace can not only successfully open up a new sales channel, but also increase sales.
Ambitious goals for the high shopping season: Focus on sales growth and brand visibility
For the period around Black Week, Kärcher defined two central core goals. On the one hand, the priority was to increase turnover of branded products in the high-sales phase. At the same time, there was to be a focus on maximising the brand’s visibility in order to attract new customers in the long term.
Performance targets:
- Increase in sales during the high shopping season
- Increase in the number of visitors to the product details pages of Kärcher products during Black Week
- New customer acquisition
In order to achieve the performance goals of the strategic roadmap, Kärcher worked with the Brand Relations team at Kaufland Global Marketplace to develop a tailor-made campaign. The teams worked together during personal consultations and created an individual solution which was made all the stronger thanks to the experts from Kaufland Global Marketplace immersing themselves deeply in the structures, the brand and the ambitions of Kärcher. This made it possible to optimally leverage the potential of the German Kaufland marketplace for brand needs – a decisive factor in campaigns of this magnitude, which are supported by significant budgets and which must deliver a demonstrable return.
After the conception of the individual campaign, the advertising team of Kaufland Global Marketplace accompanied the implementation and was continuously available for questions.
Ambitious goals for Black Week: Focus on sales growth and brand visibility
After the personal consultation of the team of Brand Relations experts, three concrete actions were selected from the versatile options available to brands to increase both visibility and sales:
- Teaser on the homepage and the deals page
- Prominent placements in the weekly newsletter (over one million subscribers)
- Two-week campaign extension via Meta and Google Display Network to generate targeted external traffic and increase overall reach
The three-part campaign relied on a clever interlocking of marketing measures. It was particularly important to coordinate the placements and visuals with the desired target groups. For several weeks, price-sensitive customers in particular were addressed directly by a prominent teaser on the Deals Page. Placing a teaser and highlighted products in the weekly newsletter, which is sent to over one million subscribers, put the selected products in the spotlight. The targeted social media and programmatic ads also helped to increase visibility among the relevant target group.
One method used to entice interested customers to discover the high-quality cleaning products was to integrate clickable elements that led to an individually designed landing page. This offered Kärcher the perfect opportunity to present an extensive product range to a wide audience and to encourage customers to buy with an appealing product presentation. With this powerful synergy, Kärcher benefited from the strong Kaufland brand, which attracts up to 46 million online visitors to the Kaufland marketplaces every month, while maintaining its own unique brand identity.
Brilliant Black Week: Results that speak for themselves
With the combination of two strong brands, a strategic brand placement and attractive offers, Black Week was a brilliant success for Kärcher:
Increase in sales:
During the four-week campaign period, sales units of advertised Kärcher products increased by 298% compared to the four weeks prior to the launch of the campaign.*
Visibility:
During the campaign period, traffic to the product details pages of the promotional products increased by 116%.
Social Media Ads:
The ads on social networks (Facebook & Instagram) achieved an average click-through rate of 2.54%, which demonstrates the high relevance of the content for the chosen target group.
Programmatic Ads:
The programmatic ads played out via Google also achieved a strong result with an average click-through rate of over one percent, confirming the effectiveness of the cross-platform strategy.
These figures illustrate the effectiveness of Kaufland.de as a powerful sales channel within an integrated marketing strategy. The cooperation not only enabled Kärcher to achieve its ambitious sales targets, but also to successfully position the brand with a broad target group in the highly competitive high season.
Promising future prospects: Long-term partnership for sustainable brand presence
Kärcher’s success is an impressive sign of the potential that brands can unlock in cooperation with Kaufland Global Marketplace. The platform is a strong strategic partner and offers an easy way to present a seller’s own brand in the long term – even beyond national borders – and to attract new customers. The combination of high reach, technical excellence and personal support form the foundation for the successful implementation of individual e-commerce strategies.
And the best part is: Tailor-made marketing activities can be implemented on the Kaufland marketplaces not only during special promotional periods, but at any time.
For example: In order to continuously place its own brand prominently on the Kaufland marketplaces and to continuously generate more brand awareness regardless of seasonal campaigns, Kärcher uses the Brand Shop option. The Brand Shop highlights the brand with variable components and, as a landing page, offers ideal conditions for further advertising opportunities. Here, too, the Advertising by Kaufland team provides support with professional advice.
*Campaign runtime: 30.10.25 – 26.11.25; Comparison period: 02.10.25 – 29.10.25