Ahold Delhaize has announced the evolution of its SuperPlus loyalty program, aiming to enhance customer engagement and promote healthier choices. The company, which celebrates its 10th anniversary this summer following the merger of Royal Ahold N.V. and Delhaize Group, is focusing on personalizing the shopping experience across its various local brands.
Ahold Delhaize introduces new loyalty program features
Aude Mayence, Senior Vice President of Marketing & E-commerce for Delhaize, discussed the program’s transformation, emphasizing the importance of customer loyalty initiatives in fostering relationships and encouraging healthier eating habits. The revamped SuperPlus program now offers immediate discounts on products rated A or B on the NutriScore scale, which is designed to help customers make better dietary choices.
Previously, the loyalty program allowed customers to accumulate points for future rebates, which did not provide immediate benefits at checkout. The shift towards direct discounts was accelerated by the COVID-19 pandemic, prompting a reevaluation of customer engagement strategies. Mayence stated, “We believed that if we wanted to help customers eat better, we had to empower them with the tools to do it.”
Three tiers of SuperPlus loyalty program
The SuperPlus program now features three tiers: the basic SuperPlus, SuperPlus Families, and SuperPlus Delivery. The base tier is free and offers a 10 percent discount on select fruits, vegetables, and plant-based products. The SuperPlus Families tier, costing €12 annually, extends discounts to all NutriScore A and B products and provides additional benefits such as savings on family activities and reduced home delivery fees. The SuperPlus Delivery tier encompasses all previous benefits along with enhanced delivery options.
Mayence noted that the program’s inclusivity is reflected in its name, “SuperPlus families,” which acknowledges the diversity of modern family structures. The program is particularly appealing to small households and older customers, with the aim of providing value while remaining accessible to all demographics.
Impact on brand perception and health initiatives
According to Mayence, the SuperPlus program has significantly improved Ahold Delhaize’s brand perception, positioning it as the leading healthy retailer in Belgium. The share of NutriScore A and B products sold continues to rise, driven by both consumer health trends and the company’s initiatives. The integration of health-focused strategies into the loyalty program is seen as a key differentiator in the competitive retail landscape.
As Ahold Delhaize looks to the future, it aims to further enhance its digital platforms and streamline the exchange of best practices among its local brands. This approach is expected to facilitate quicker implementation of innovative ideas tailored to local markets.
The company is poised to continue evolving its loyalty program and health initiatives over the next decade, with a strong focus on personalizing customer experiences and promoting healthier lifestyles.