Delhaize limits discounts to cardholders

Exclusive promotions

SuperPlus customers already receive additional benefits on top of the standard promotions, such as larger discounts than customers without an account. However, starting on 11 September, all promotions from its leaflets will be applicable only to cardholders, the retailer announced in its latest leaflet. “This change in our promotion policy aligns with our broader ambition to better respond to the needs of our customers in a rapidly changing, digital, and personalised world”, spokesperson Roel Dekelver confirmed the news to La Libre. Customers without a SuperPlus card will therefore miss out on these benefits.

Promo packs such as water or beer in multi-pack packaging are exempt from the new rules, while on the other hand Delhaize already has a program in place that is only available to SuperPlus users. Customers with such an account, who have spent at least 99 euros at the retailer in the previous month, receive a 10 % discount on (healthy) NutriScore A or B products.

Three million registered customers

The app (or card) is becoming almost indispensable for shoppers at Delhaize: since this summer, the use of self-scan checkouts in stores has also been exclusively reserved for SuperPlus customers. According to the supermarket chain, about three million customers already have a SuperPlus account. For the retailer, the system provides valuable insights into purchasing behaviour, with the ability to offer customers more personalised promotions. “The main goal is to better reward our loyal customers and make their shopping experience more personal”, Dekelver added.

Most supermarket chains in Belgium now have a digital loyalty program that allows them to collect shopper data, personalise offer, and sell advertising opportunities to their suppliers. Last month, Aldi also launched a digital loyalty card nationwide after a testing period.