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Kaufland as a Leader in Retail Tech Innovation – K-Scan

Kaufland as a Leader in Retail Tech Innovation – K-Scan

Holiday shopping in Poland often means rush, overloaded baskets, and long queues that create stress instead of convenience. In this context, Kaufland introduced K-Scan – a service that transforms the shopping experience itself. Customers scan products while shopping, see the total basket value in real time, and complete payment without the traditional process of unloading items onto a checkout belt and waiting in line. We translated this technology into a simple, everyday story and showed it in real-life use, making it a natural answer to shopping stress.

Challenge


  • Designing PR communication for an innovative retail technology service

  • Strengthening Kaufland’s position as a leader in technology and customer experience

  • Translating a complex solution into a simple and clear consumer message

  • Showing that the new technology is intuitive and truly changes everyday shopping

  • Normalizing innovation through experience rather than feature descriptions

Execution


  • The context of holiday periods, when shopping pressure is at its peak, was used as a natural entry point

  • A nationwide media study explored emotions associated with holiday shopping across Poland

  • Findings highlighted stress, time pressure, and long queues as the dominant experience

  • K-Scan was positioned as a response to the need for greater control, comfort, and simplicity

  • DD TVN, Onet Rano, and selected influencers were invited to test the service firsthand

  • Real-life usage of K-Scan was captured and presented through video reports in everyday shopping scenarios

Effect


  • Holiday shopping at Kaufland was reframed as a stress-free and queue-free experience

  • A strong narrative was built positioning Kaufland as a leader in retail innovation

  • Awareness and understanding of the K-Scan service significantly increased

  • The campaign generated millions in media reach

Kaufland

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