Privacy Policy Page

We are the controller within the meaning of the General Data Protection Regulation (GDPR). Our contact details are as follows:

kaufland.de internet GmbH

Zimmerstraße 50

10888 Berlin, Germany

Email: kundenmanagement1@gmail.com

The contact details of our data protection officer are as follows:

Zimmerstraße

10888 Berlin, Germany

Email: kundenmanagement1@gmail.com

We would like to point out that when using an e-mail address, the content is not shared exclusively with our data protection officer. If you wish to exchange confidential information, please inform us in advance at the above e-mail address or contact the data protection officer by post.

Below we inform you for what purposes and to what extent we process personal data when you use the kaufland.de pages.

2. Purposes and legal basis of processing

We process your data based on your use of our services for the following purposes:

a. Providing our offers

We process your personal data in order to provide you with our services. The processing is based on our legitimate interest in being able to provide you with the various features of our services at a technical level (Art. 6 (1) (f) GDPR). We also analyze this data to measure the effectiveness of our services, detect navigation problems, improve technical performance and user-friendliness, evaluate the required server performance and understand what interests you. As part of our service provision, we also use your IP address in order to display local services to you, tailored to your needs. For this purpose, we compare your IP address with our database of geographic regions, which we receive from the service provider Hexasoft, which we delete regularly after a short period of time. The legal basis for this processing is our legitimate interest in designing our service offers for our customers (Art. 6 (1) (f) GDPR).

b. Customer account (memory aid, personalized recommendations)

kaufland.de offers you the opportunity to create a customer account free of charge. To use the "my kaufland.de" customer account, you must register a valid email address and password. We use this data to provide you with your user account and the features it contains (in particular wish lists and price alerts), and to manage these features and enable them. The legal basis for creating a customer account is the contract concluded with you regarding your customer account (Art. 6 (1) lit. b) GDPR).

In order to be able to provide you with functions related to your account, we also need your consent (Art. 6 (1) lit. a) GDPR, Art. 25 (1) TDDDG). Your consent is required so that we can send you price alerts, price alerts and other notifications about personalized product recommendations. You can view the consent you have given at any time here. You can withdraw your consent at any time, for example by sending a message to the contact details provided in point 10 (please note that if you withdraw your consent, we will have to delete your account as we will no longer have a legal basis for processing your data).

You can also create price alerts or subscribe to price alerts via our app without a user account and consent. In this case, the legal basis is our legitimate interest in making it easier for customers to compare products (Art. 6 (1) (f) GDPR).

You can also personalize your account by entering your name. We process your data, for example, to send you personalized emails (Art. 6 (1) lit. f) GDPR).

You can also delete your account and its stored data at any time yourself via the settings and the "delete account" option.

d. Newsletter

When you sign up for our newsletter (click here), we process your personal data with your consent in order to send you personalized product recommendations and to understand whether our information is useful to you (Art. 6 (1) lit. a) GDPR). You can revoke your consent at any time, without giving reasons, with effect for the future.

e. Product and store reviews

In our offers, you have the opportunity to review a store. In order to allow you to review a store, please note that when you review a store, we transmit your customer number and order number to the store so that they can review it. When you leave a review, we enter into a contract with you under our Terms of Use, which also constitutes the legal basis for our processing of your data (Art. 6 (1) lit. b) GDPR). Based on this contract, we may also use machine learning technology to check store ratings. Stores may dispute the ratings. In this case, we will contact you via the email address you provided and may ask you for more information so that we can defend our request to delete the review. In this case, you are free to provide additional information. However, please note that we will have to delete your comment if we no longer hear from you. In this case, the data processing is based on our legitimate interest in legal claims (Art. 6 (1) lit. f) GDPR). In addition, customer reviews may be subject to the notification or even complaint procedure provided for by the Digital Services Act (DSA). The data processing required to carry out this procedure will be carried out on the basis of the respective legal obligations (Art. 6 (1) lit. c) GDPR).

f. Feedback

Our website offers you the opportunity to provide feedback at various locations. We process your feedback in order to communicate with you and improve ourselves. The legal basis is our legitimate interest in improving our services (Art. 6 (1) lit. f) GDPR).

g. Other requests (email/form)

If you contact us by e-mail or form, we will process your data in accordance with your request to answer your inquiry. If you have a request regarding your customer account, we will process your personal data on the basis of the respective contract (Art. 6 (1) lit. b) GDPR). If you assert statutory rights, such as your data subject rights under data protection law, we will process the information in your inquiry based on our statutory obligations (Art. 6 (1) (c) GDPR). We process general inquiries based on our legitimate interest in being able to respond to you appropriately (Art. 6 (1) (f) GDPR).

Our forms are additionally protected by the Google reCaptcha service, provided by Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland (Google). This service determines whether the input in an Internet form is entered manually or processed automatically by a machine (robot) based on the interaction with the services we provide. This prevents our services from being overloaded by too many simultaneous requests from robots. The legal basis for the use of Google reCaptcha is our legitimate interest in protecting our services (Art. 6 (1) (f) GDPR). Google will then receive your personal data. For more information, please refer to Google's privacy policy

h. Computer security

We analyze your personal data for the purposes of system security and technical management of our network infrastructure. This ensures that our services are always available to you and are not influenced by third parties. Our legitimate interest is to ensure that our services are provided securely (Art. 6 (1) (f) GDPR).

i. Settlement with shops

When you click on an offer and are redirected to a shop, we record this information in order to receive payment from the shop in question. Based on the agreement with the shop, we receive payment for the redirection or for the purchase of products after the redirection. We finance the platform in this way. The legal basis for processing this information is our legitimate interest in the economic operation of our business (Art. 6 (1) (f) GDPR).

j. Competitions

If you enter a competition, we will process your personal data for the purpose of organizing the competition in accordance with the terms of entry agreed with you (Art. 6 (1) (b) GDPR). After the competition, the data of the participants will only be stored for a limited period of time (three years) in order to protect us against fraud and unlawful claims (Art. 6 (1) (f) GDPR). If you win a prize, your data will be transferred to a shipping service provider for the purpose of sending your prize. The winners' data will be stored for up to ten years due to tax and commercial obligations (Art. 6 (1) lit. c) GDPR).

k. Compliance with legal obligations

In certain cases, we may have a legal obligation to process your data (Art. 6 (1) (c) GDPR). Legal obligations may arise from the provisions of the Code of Criminal Procedure, in particular in the context of a criminal investigation. Obligations to process your data may also arise from commercial law, tax law, financial law or data protection law (e.g. when you assert your data subject rights).

l. Low Price Guarantee

If you make a reservation using the Lowest Price Guarantee within the framework of our offer, we will process your personal data to verify whether you qualify for the Lowest Price Guarantee (Art. 6 (1) lit. b) GDPR). You will need to provide the requested data so that we can pay you the difference in the lowest price. Once the difference has been paid, the data you provided will be deleted. Payment receipts will be stored for 10 years due to commercial and tax obligations.

m. Controlling the use of user activity tracking technologies

The applications we use ensure that your activities on our services are tracked only with your consent for the purposes mentioned in point 3. For example, the cookie banner allows you to decide which cookies to use.

The legal basis for the processing is that we are entitled to process your personal data for the purposes mentioned in point 3 only with your consent (Art. 6 Para. 1 lit. f GDPR).

3. Web/app tracking, marketing

With your consent (Art. 6 Para. 1 lit. a) GDPR), we will process your personal data for the purpose of using our offers for the following purposes:

a. User behavior analysis

We perform analyses to better understand our users and target groups and to adapt and expand our offer to the users' expectations. For example, through analysis, we can identify products that are of particular interest to users. For this purpose, we also create personalized user profiles and are able to link data between different devices.

b. Measuring the success of advertising measures

We try to contact you through various advertising measures. With your consent, we measure the effectiveness of these measures. We also record whether an advertising measure reached you and your reaction. The remuneration of our advertising partners also depends in part on the effectiveness of the advertising measures. We record your behavior in the following advertising measures:

Advertising campaigns (e.g. TV ads, ads);

Direct communications (e.g. in-app push notifications) and

Ad design on websites and apps (e.g. via A/B testing).

c. Personalized product recommendations

Advertisements, content, advertising messages and push messages are personalized based on your user behavior and analyzed to create user profiles. For this purpose, we evaluate your interests, location and demographic information. In this context, this data may also be used to set up or improve systems and software. For this purpose, we may use this information to create new calculation models and algorithms using machine learning techniques.

d. Advertising on other websites (remarketing)

With the help of our partners, we display ads on other websites, platforms or other services that are related to the content of our services. For example, you may also receive ads on other websites for products that you have viewed on kaufland.de. In this context, your data is also analyzed to obtain information about other users and target groups. With your consent, our partners also use your data to provide you with offers and to create your profile. You can find more information about the processing of data by our partner companies under "Partners" and the relevant data protection information.

e. Advertising partners provide personalized ads on third-party websites

Our advertising partner Media Impact GmbH & Co. KG, Zimmerstraße 50, 10888 Berlin, Germany ("MI") We can read these identification numbers and add them to your user profile on our website. We analyze your usage data to better understand your interests and create target group profiles.

If your user profile meets the predefined target group criteria, we and MI compare our MI-ID with the MI-ID provided by MI one by one, so that MI can provide personalized ads to you and similar users on other websites. If the comparison shows an overlap in MI-IDs, MI may use this information to display or optimize personalized ads for these MI-IDs on other websites.

4. Web/application monitoring: partner companies

For the purposes mentioned in point 3, we work with various service providers. You can find out more about which services we use with your consent and for which purposes in the data protection settings in the provider overview:

Open data protection settings

You will also find detailed information about the cookies used, their duration and the data processing. You can also object to the use of certain providers. Here are some more details about the analytics services and marketing partners we use:

a. Adjust (in-app only)

We use the analytics technology Adjust from adjust GmbH, Saarbrücker Str. 36, 10405 Berlin.

Through Adjust, data is also transferred to third-party providers (including Google Ads) as part of measuring the success of advertising campaigns and to provide the required compliance proof for the third-party providers.

b. Axel Springer Teaser Ad GmbH

Our website integrates the tracking functions of Ad Up, a technology and service provider of Axel Springer Teaser Ad GmbH, Axel-Springer-Straße 65, 10969 Berlin.

c. Criteo

Through Criteo (Criteo SA, 32 Rue Blanche, 75009