Colruyt asks customers for permission to send personalised offers

Belgian retailer Colruyt is asking its more than four million customers with a digital Xtra loyalty card to indicate which data they want to share with the retailer in exchange for personalised promotions.

Four profiles

Colruyt currently sends marketing messages based on what its data expert teams believe will be of interest to customers. In the future, the group wants to go one step further, with personalised offers. That is why the retailer is asking the more than four million people who have an Xtra loyalty card to indicate whether they want to disclose more or less information about themselves. This step is necessary in order to offer personalised discounts: the retail group says it is required by law to ask for explicit consent.

Customers can choose from four profiles: minimal, basic, connected, or advanced. In the first profile, data processing is minimal, while in the last profile, Colruyt also shares the data with partners for personalised marketing. Users must choose their data profile in the app, on the website, or by letter. Those who do not make a choice will eventually no longer be able to use the Xtra benefits and features in the app. Choices can always be changed later, and the lowest price guarantee will continue to apply to everyone, says the retailer.

The digital Xtra loyalty card is intended to become a “personal assistant” for customers, Ruben Missinne of Colruyt Group says in a press release. Xtra is not only valid in Colruyt stores, but also at OKay, Collect&Go, Spar, Bio-Planet, Newpharma, and other retailers. Thanks to a single login, a single app and a single profile, customers can easily enjoy personalised benefits, relevant communication and a smoother shopping experience across all Colruyt Group store formats.

(The article was updated on Thursday afternoon with additional information from Colruyt Group)