Ahold Delhaize celebrates its 10th anniversary with the launch of “The 10 Series,” inviting employees to share insights about the business. The company, formed from the merger of Dutch retailer Royal Ahold N.V. and Belgian Delhaize Group, operates in nine countries and emphasizes customer loyalty programs as a means to enhance personalized shopping experiences.
Aude Mayence discusses SuperPlus loyalty program evolution
Aude Mayence, Senior Vice President of Marketing & E-commerce for Delhaize, highlighted the evolution of the SuperPlus loyalty program, which has adapted to changing consumer behaviors, particularly during the COVID-19 pandemic. The previous model allowed customers to collect points for future rebates, but the company recognized the need for immediate benefits. As a result, they began offering direct discounts and personalized health incentives, such as automatic savings on products rated A or B by NutriScore.
SuperPlus program’s impact on health and customer engagement
Mayence noted that the SuperPlus app has transformed the shopping experience, positioning Delhaize as a leader in promoting healthier eating habits. The program’s focus on health has significantly influenced brand perception, making Delhaize the top healthy retailer in Belgium. The share of NutriScore A and B products sold has been increasing, reflecting broader healthy eating trends supported by the loyalty program.
Structure and benefits of the SuperPlus loyalty program
The SuperPlus program features three tiers: the basic SuperPlus, which is free and offers a 10% discount on select healthy products; SuperPlus Families, which costs €12 annually and extends discounts to all NutriScore A and B products; and SuperPlus Delivery, which includes all previous benefits along with enhanced delivery options. The company assures customers that they will be reimbursed if they do not earn back their investment through discounts.
Background on Ahold Delhaize
Ahold Delhaize is a multinational retail company formed in 2016 through the merger of two major grocery retailers. The company operates a variety of local brands across Europe and the United States, focusing on customer-centric strategies and sustainability in its operations.
