Private labels on Kaufland: the comparability feature, price rank and recommendations

Why private labels need a tool of their own

Customers often search without a brand name – "garden hose" – and compare similar offers from different sellers; usually the price decides. These offers have different EANs and therefore never appear in the same BuyBox (BuyBox explained). Kaufland's "comparability of own-brand products" feature builds groups of similar offers for exactly this case and shows your position within them.

How the groups are formed

According to Kaufland the process captures offers from various sellers with the same intended use, comparable characteristics and comparable quality; colour and size variations of the same offer can land in the same group, and even an offer with its own BuyBox can be part of a group. Groups are only created where sufficient data for a reliable comparison exists, and they are recalculated regularly as soon as offers or prices change. Because the process is automated, a group may in individual cases contain a false competitor or miss a real one – you can customise every group.

What the feature shows

• Your rank: position by price within the group, rank 1 = best price – compared the way the customer sees it, including shipping costs and vouchers.
• Price difference: gap to the best price in the group in euros.
• Demand: high or low – how strong the demand of the whole group is compared to other groups.
• Competitive distance: high or low – the share of demand in the group you are currently winning; "high" means most of it goes to competitors.
• Quick profits: marks offers whose price is so close to the best price that a small change brings rank 1.

The four recommendations

• Focus – high demand, high competitive distance: the greatest potential. Work on price here first.
• Defend – high demand, low distance: you already get most of the demand. Hold the position.
• Expand – low demand, high distance: competitors get most of a (currently small) demand.
• Hold – low demand, low distance: you lead in a small group; no price action needed.

Price changes should never go below your minimum price (pricing).

Read price rank and search position together

The feature tells you where you stand on price – not whether customers see your offer in the search at all. Rank 1 on price on page 3 of the search sells little; rank 4 in position 2 of the results list can do well. So add the group's search terms ("garden hose 20 m", "flexible garden hose") to your rank tracker and enter the Kaufland product ids of the group members as competitors (competitor analysis). That way you see two things side by side for every offer: price rank in the group and position in the search – and know whether price or visibility is the lever.

Frequently asked questions