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Seasonal Campaigns

Increase your sales with seasonal campaigns

The “Seasonal Campaigns” feature is a powerful marketing tool that gives you the opportunity to participate in promotional campaigns such as Black Week, Christmas or “Sparfuchswoche” (Savvy Shopper Week) offered by Kaufland Global Marketplace.

When you include your offers in these seasonal campaigns, you can increase visibility on crucial promotional days and during peak seasons. This will draw more customers’ attention to your offers and set you apart from the competition. All participating offers will be displayed on a separate campaign page, sorted by the most attractive offers.

Participation is free.

Campaign badge

If your campaign price is at least 2% lower than the 30-day reference price, your offer will receive an exclusive badge (for example, “Black Week Deal”) that is visible to customers throughout the marketplace.

Here’s how it works:

To submit your offers for seasonal campaigns, please follow the steps below:

  1. Navigate to “Seasonal Campaigns”:
    • Log in to your Seller Portal.
    • Open Marketing Tools via the side navigation menu.
    • Click on Seasonal Campaigns.
  1. First-time participation (first time per sales channel):
    • On your first visit, you will see a welcome page. Please read the feature description and legal terms and conditions carefully.
    • Tick the box to confirm that you have read and accepted the terms and conditions. You can accept these terms and conditions for all your sales channels simultaneously with just one click.
    • Click on the “Join now for free” button to continue.
  1. Select a campaign:
    • You will be redirected to an overview of all upcoming campaigns.
    • Select one of the available campaigns you would like to participate in and click on “Select” for the corresponding campaign.
  1. Download the template file and create your product file:
    • In step 2, “Add products”, you can download the CSV template.
    • This template contains two columns: EAN and campaign_price.
    • Open the file and fill it out with the EANs of the products you wish to include in the campaign.

Important

The campaign_price must be specified in the currency of the selected sales channel and in cents. For example, a price of €10.00 must be entered as 1000.

  1. Upload your product file:
    • Using the downloaded template, create your own CSV file with the products you wish to submit.
    • Once your CSV file is ready, return to step 2, “Add products”, in the Seller Portal.
    • Upload the completed file. The products you have submitted will be displayed in a list on the right-hand side for review.
    • You can also download your submitted list. This is useful for easily adjusting your prices in the CSV file before re-uploading.
    • Based on the 30-day reference price at the time of upload, you will see a note indicating which offers would qualify for the campaign badge.

Please note:

Even if an offer does not meet the requirements for a campaign badge, it will still be displayed on the separate campaign page for the duration of the campaign, but lower down.

Note:

You can update your campaign offers at any time by uploading a new file. This will completely replace the previously uploaded offer list.

  1. Confirm and submit:
    • After reviewing your products, click “Continue” to proceed to the final step.
    • Click on “Create campaign” to submit your offers for the campaign.
    • Important: Whether an offer receives a campaign badge depends on whether the offer price at the start of the campaign is lower than the 30-day reference price.

Once you have participated in your first campaign, you can access Seasonal Campaigns in the navigation bar in your Seller Portal to go directly to your campaign overview. To participate in additional campaigns, simply click on the “Create new campaign” button in the top right-hand corner.

Frequently asked questions (FAQ):
What are the advantages of participating in a seasonal campaign by Kaufland Global Marketplace?

Participation will give your offers increased visibility. If your campaign price is at least 2% lower than the 30-day reference price, your offer will be marked with a campaign badge that highlights it and attracts the attention of customers. In addition, all submitted offers will be displayed on a separate campaign page, sorted according to the most attractive offers for customers.

How do I adjust the campaign price of an offer?

Download the file containing all your participating offers again, update the prices in this file and then upload the file again in the seasonal campaigns section. This overwrites the previous upload.

How is the “30-day reference price” calculated?

The reference price is the lowest offer price for an item on the corresponding Kaufland marketplace within the last 30 days. In order for your offer to be highlighted with a campaign badge, your offer price must be at least 2% below this reference price. The reference price may change between the submission of your offers and the start of the campaign. The reference price valid at the start of the campaign is the basis for receiving the campaign badge.

Are there any costs associated with participating in a seasonal campaign?

No, participation in Kaufland Global Marketplace seasonal campaigns is free of charge for all sellers. This feature is designed to help you increase the visibility of your offers and thus your sales without additional fees.

What is the “offer ranking”?

The offer ranking is based on a sorting algorithm that is applied to the exclusive campaign page. It was developed to prioritise the most attractive offers and ensure that customers see the best and most relevant offers first.

If I already use vouchers for my offers, can I combine these offers with a seasonal campaign?

Yes, offers with vouchers can be combined with seasonal campaigns and even have additional advantages: If you create a voucher for an offer that reduces the final price by at least 2% below the 30-day reference price, this offer will automatically receive the campaign badge during the campaign. The system then assigns these offers to the campaign you have selected, eliminating the need to upload them via CSV file.

What does it mean that I have to “win the BuyBox”?

The campaign badge will only be displayed with your offer if it has won the BuyBox. This means that your offer will be selected by the marketplace algorithm as the default option for customers to purchase.

Can I change the products or prices I have submitted for a campaign?

Yes. You can upload an updated CSV file at any time, even if the campaign is already active. The new file will overwrite your previous offer list. Please note that the campaign_price you set determines the price for this item for the duration of the campaign and overrides other pricing logic (such as Smart Pricing). This gives you full control to adjust your offers in real time.

In which file format should I submit the offers?

Please upload your offers as a CSV file. As the feature is further developed, you will also be able to select and add offers directly in the Seller Portal.

How do I create the CSV file for uploading?

You can easily create the required CSV file using any spreadsheet software (such as Microsoft Excel, Google Sheets or LibreOffice Calc). Simply open a new sheet and set it up as follows:

  1. Enter “EAN” in cell A1.
  2. Enter “campaign_price” in cell B1.
  3. Starting from row 2, list your item EANs in column A and the corresponding campaign prices (in cents) in column B.
  4. When you are ready, go to file > Save (or “Download” in Google Sheets) and select CSV (comma-separated values) as the file format. This creates the correct file type for uploading.
Can I see how my offers perform within the campaigns?

A special reporting dashboard with performance insights will be made available in the future.

How do I format EANs correctly in Excel?

To format EANs correctly in Excel, there are two proven methods that ensure that the numbers are saved as text and do not contain any decimal places. Here are the steps for both options:


Option 1: Apostrophe before the EAN

  1. Select cell: Click on the cell where you want to enter the EAN.
  2. Enter an apostrophe: Enter an apostrophe (‘) directly before the EAN. For example: ‘1234567890123
  3. Confirm your entry: Press the Enter key. The apostrophe is not displayed in the CSV file, but ensures that Excel interprets the number as text.


Option 2: Change cell format to number format

  1. Select cells: Highlight the cells containing the EANs.
  2. Change format: Adjust the cell format to “Number” and set the number of decimal places to 0. This displays the EANs without decimal places.