📖 Almanach

Kaufland Card XTRA (until April 22, 2026: Kaufland Card)

Kaufland Card XTRA is a free loyalty program of the Kaufland chain operating in Poland, Germany and the CEE countries. Participants collect points for purchases at a rate

Kaufland Polska Markety sp. z o.o. sp. j. retail spożywczy member-benefit PL (rynek referencyjny karty), DE, RO, MD, BG, SK, CZ, HR

PROGRAM CARD - Kaufland Card / Kaufland Card XTRA

  • Program name: Kaufland Card XTRA (until 22 April 2026: Kaufland Card)
  • Distinction: own program after leaving PAYBACK
  • Brand / operator: Kaufland Polska Markety sp. z o.o. sp. j.
  • Family / owner: Schwarz Group (together with Lidl / Lidl Plus)
  • Industry: grocery retail
  • Model for the industry: no
  • Market: PL (reference market for the card), DE, RO, MD, BG, SK, CZ, HR
  • Related programs: Lidl Plus (Schwarz Group); Kaufland Card in the DE and CEE markets is run separately by local entities
  • Status: active
  • Legal / time status: no restrictions; the previous version of the program (Kaufland Card v5.0) replaced by Kaufland Card XTRA under terms v8.0 from 23 April 2026
  • Launch year: 2023 (own program after exiting PAYBACK); rebrand to XTRA: April 2026 PL, February 2026 DE, January 2026 RO/MD
  • Main type: member-benefit
  • Additional type: points-based
  • Cost of joining: free
  • Channels: in-store (plastic card, store terminal), mobile app, online (sklep.kaufland.pl)
  • Reach: no public data

Comparative parameters (estimated ratings)

  • Implementation difficulty (1-5): 2
  • Main KPI (impact strength): engagement (medium)

Descriptive sections

0. Summary

Kaufland Card XTRA is a free loyalty program run by the Kaufland chain in Poland, Germany, and CEE countries. Participants collect points for purchases at a rate of 1 point per PLN 1, and then exchange them for personalized discount coupons or "XTRA" items available at the symbolic price of PLN 0.01. The program was launched in 2023 as an in-house platform after withdrawing from the PAYBACK coalition.

1. Objectives and context

After withdrawing from PAYBACK (around 2023), Kaufland committed to its own data channel and a direct relationship with the customer. The program aims to increase visit frequency and engagement through personalized coupons based on purchase history. The rebrand to XTRA in 2026 introduced points multipliers and rewards for one grosz, targeting deeper habitual attachment to the chain.

2. Target group

Adult consumers (minimum 18 years old, resident in the EU) who regularly do grocery shopping at Kaufland stores. The program has a broad reach, but full benefits are available primarily to users of the mobile app.

3. Architecture and type

  1. Registration in the Kaufland app, on sklep.kaufland.pl, or at a store terminal; optionally picking up a plastic card at the checkout and registering it via the online service.
  2. Scanning the Kaufland Card (mobile QR code or plastic card) at every checkout → automatic accrual of 1 point for each full PLN 1 spent; on selected categories (XTRA version) 2× or 3× multipliers are possible.
  3. Activating a coupon in the app or at the terminal - personalized and dependent on the points balance; points are deducted immediately.
  4. Scanning the Kaufland Card at the checkout → automatic application of the activated coupon (fixed-amount/percentage discount or a price of PLN 0.01 for an XTRA item).

4. Earn & burn mechanics

  • Accrual: 1 point for each full PLN 1 on a purchase of at least PLN 1; points multipliers (2×, 3×) on selected categories in the XTRA variant (outside the terms - based on the program's communication materials). Points are not accrued for: alcohol (except beer), tobacco products and accessories, e-cigarettes, infant food preparations, milks and porridges for children, medicinal products, medical devices, gift cards, deposits.
  • Threshold and redemption: variable - each coupon has a specified number of points required for activation; there is no single fixed minimum threshold. Redemption is possible through the app, the online service, or a store terminal.
  • Reward forms: discount coupons (fixed-amount or percentage discount on a product/category/basket), items for PLN 0.01 after activating an XTRA coupon, exchange of points to support charitable causes.
  • Point expiration: points are valid for at least 12 months from the date of collection, subject to the condition that they expire twice a year: on 1 March and 1 September. Points exchanged for an activated coupon expire together with the coupon if they were not redeemed - they are not refunded.

5. Emotional value

The program builds a sense of personalized treatment - coupons are selected based on purchase history and comparisons with the profiles of similar customers. The mechanics of products for PLN 0.01 (XTRA items) generate the effect of a tangible, immediate reward, reinforcing the feeling that everyday shopping "pays off."

6. Gamification

  • Points multipliers (2×, 3×) on selected categories encourage deliberate product choices and changes in habits.
  • Coupons with limited validity (deadline effect) mobilize customers to visit within a defined time window.
  • Purchase history and points balance visible in the app create a sense of tracking progress and control over benefits.
  • Promotional games in the app (launched seasonally) with additional rewards for activity.

7. Differentiation

Kaufland is one of the few grocery chains in Europe that has decided to leave a large coalition program (PAYBACK) and build its own loyalty platform. A distinguishing feature compared with competitors is the XTRA reward - a product available for PLN 0.01 after activating a points coupon - a mechanic rarely used in European grocery retail.

8. Data and personalization

  • Scope of data: purchase history (products, store, transaction time), demographic data from registration (first name, surname, address, date of birth), shopping preferences profile.
  • Consents: giving consent to profiling is required to receive personalized coupons; a separate consent for commercial communication from Kaufland and Partners (email/SMS); a separate consent for content concerning alcohol.
  • Personalization: coupons are matched using statistical and mathematical methods based on comparison with the profiles of customers with similar preferences; Kaufland does not transfer personal data to partners - partner communication is sent by Kaufland.

9. Technology

  • App: Kaufland App (iOS ≥ 13.0, Android ≥ 7.0), available in the App Store and Google Play.
  • Identification: mobile QR code in the app, plastic card, store terminal (up to 5 plastic cards linked to one account).
  • Additional features: K-SCAN (self-scanning of products in selected stores using the app or a store device); electronic purchase summary in the "My purchases" section.

10. Communication and lifecycle

  • Channels: push notifications in the app, email, SMS (with the Participant's consent).
  • Onboarding: registration via the app, website, or terminal; identity confirmation by SMS/email code; immediate access to the account and mobile card.
  • Retention: the account is deleted after 24 months without purchase activity with the card; Kaufland sends a notification 30 days in advance, allowing reactivation through a purchase, clicking an email, or contacting customer service.

11. Conclusion / inspiration for the almanac

Kaufland Card proves that withdrawing from an external coalition (PAYBACK) is feasible when the own program offers rewards that are tangible enough (PLN 0.01 for a product) and reliable personalization. The key lesson: an own customer data platform provides a long-term advantage, though it requires investment in infrastructure and a change in the habits of customers accustomed to coalition programs.

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