German hypermarket chain Kaufland has partnered with Wirecard, a payment and Internet technology company, for omnichannel card solution.

Under the agreement, Wirecard will take on issuance and payment processing of gift cards in Germany.

Customers can buy a card with a value of their choice online and in branch stores. They can also check their balance online. These gift cards can be used by customers at over 650 Kaufland stores across Germany.

Wirecard will be responsible for the payment processing and complete distribution process, including logistics and handling, shipping, and the activation carried out by the purchaser on receipt of the card.

Wirecard executive vice president sales consumer goods Christian Reindl said: “We are delighted to have gained Kaufland as a new customer in the grocery industry and that we are able to further diversify the shopping experience of Kaufland customers using our tailored solutions. Gift cards are very popular, particularly for spontaneous shoppers.

“It is an attractive option for retailers too, since the cards offer value added – with them, they can appeal to new interested customers and also retain existing customers over the long term.”