Delhaize: relaunched loyalty scheme incentivises healthy eating

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In Belgium, Delhaize has upgraded its loyalty scheme, adding significant further benefits into its new SuperPlus mechanic. Key principles involve offering better value for members, and making it easier for customers to make healthier choices. Benefits include:

·       Extra discounts on products – for example a standard shop discount of 20% in-store could translate to a 30% discount for customers that opt into the scheme.

·       Nutri-Profile – shoppers can see how many products they are buying with better (A or B) nutri-profiles. On C,D and E rated products, the app includes a feature that offers alternative, healthier suggestion. There are also discounts available for members’ purchases of healthier lines – 5% for every SuperPlus member, increasing to 15% those who spend over a certain threshold.

·       Points accumulation remains similar, with a €5 voucher as standard returned to customers in exchange for 500 points. But new options to redeem have been added.

This is a good build on other recent loyalty upgrades, offering significant flexibility for the retailer to use this to target specific threats or opportunities. It’s also further evidence of retailer moves to offer better targeted value, recognising the importance of delivering better value for customers, without dropping prices across the board. And it’s harder for its rivals to read and react to.

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