At Kaufland e-commerce, feedback is not just a tool for performance evaluation – it is at the heart of our corporate culture. With our structured feedback process, we create a space for continuous growth, honest exchange and mutual development. Discover how we make feedback a positive experience for everyone.
Feedback: More than just an annual review
Feedback is not a one-off event for us, but rather a continuous process. We live in a culture where honest exchange is valued and everyone has the opportunity to both give and receive feedback. It is not just a matter of identifying strengths and weaknesses; it’s about growing together and learning from each other. This open attitude shapes our everyday work and makes us stronger as a team. In line with our principle Create transparency, earn trust, we use open communication to build a foundation of trust and enable everyone to take responsibility.
Giving constructive feedback is crucial for growth as an individual, as a team and ultimately as a company. It not only highlights areas for improvement and promotes individual development, but also celebrates successes, boosts motivation and encourages everyone to do their best. Furthermore, it strengthens relationships among colleagues and creates a more connected and collaborative workplace.
– Anne-Marie, Senior HR Project Manager, People Development
Our feedback approach: Structured and fair
Our feedback process follows a clear structure that involves all employees:
- Onboarding review (after 3 months): Support during onboarding and initial integration
- Progress review (after 6 months): Assessment after the settling-in period
- Performance & development review (once a year): Regular development meetings for all employees, taking place within a specific period
This structure ensures fairness and equal treatment and enables us to grow together. The big advantage of the performance & development review taking place for everyone simultaneously is that everyone is in “feedback mode” at the same time, which promotes exchange and comparability. In doing so, we live by our principle Achieve more with less – we achieve maximum impact through efficient processes and clear structures.
360-degree feedback: Perspectives from all sides
Our feedback system is based on the 360-degree principle. This includes:
- Self-reflection: Everyone evaluates themselves first
- Manager feedback: Direct feedback from the manager
- Peer feedback: Evaluations from selected colleagues
- Upward feedback: Managers also receive feedback from the colleagues who directly report to them
Here, we foster our principles Raise the talent bar and Shoot for the moon – we help everyone to recognise their potential and continuously develop themselves, regardless of the level at which they work.
“As a manager, regular feedback from your own team is crucial to highlight areas for improvement in your leadership practices, not only from within yourself but also from an outside perspective. This open approach is living proof of our corporate culture, which is based on flat hierarchies and communication on equal terms.”
– Henk, Head of the Editorial Department
Instant feedback: Real-time recognition
In addition to structured reviews, we rely on instant feedback. This makes it possible to express appreciation spontaneously and promptly, give constructive feedback or simply to leave a “thank you” for a job well done. In our fast-paced working lives, it is important not only to focus on the major milestones, but also to appreciate small successes. This is where our principle Move fast, get (sh)it done comes into play: We act quickly and provide timely feedback instead of waiting around for formal processes.
I often think about the concept from Daniel Pink’s book ‘Drive’, which states that the key to motivation is meaningfulness – the feeling that our work has an impact. In our industry, it can be difficult to measure the impact we make on a day-to-day basis – we think in terms of weeks or months, not days. Especially when it comes to internal improvements, I think it’s important to show appreciation and help people recognise the small successes they achieve every day.
– Cameron, Senior Technical Product Manager
Multiple feedback channels for every requirement
In addition to our structured feedback system, we also offer various other channels for feedback on individual and company-wide issues:
- Support & feedback box: For communicating concerns and suggestions for improvement anonymously
- Pulse check: Regular anonymous survey on workplace satisfaction
- Monthly Q&A: Questions for the management team
- Trusted advisors: Confidential advice for personal matters
Learning from mistakes: Feedback as a learning opportunity
An important aspect of our feedback culture is how we deal with mistakes. True to our principle Fail forward, we also see feedback as an opportunity to learn from our errors. When something does not go as planned, we ask “why” rather than “who”. This is how we create an environment in which everyone is comfortable taking risks and trying new things.
How we provide good feedback
For high-quality written feedback, we use the SBI model:
- Situation: Describe the specific context
- Behaviour: Explain the observed behaviour factually
- Impact: Share the impact
This structured approach helps to make feedback specific, comprehensible and constructive – in line with our principle Don’t believe, know: We base our feedback on specific observations, not assumptions.
Conclusion: Feedback is our growth engine
At Kaufland e-commerce, we see feedback as an investment in our shared future. It is not about pure evaluation, but about development; not about criticism, but about growth. Through structured processes, diverse channels and an open communication culture, we create an environment in which everyone can develop further. In doing so, we always stay true to our principles and our motto #ThisIsWhoWeAre – we set ambitious goals for our personal and collective development, thereby upholding the spirit of our corporate culture. At the end of the day, feedback is a gift – and we all benefit when we accept it with openness and appreciation and pass it on to others.