Aldi Belgium aims to attract more shoppers with exclusive app promotions

From now on, users of the Aldi app will be offered about ten exclusive additional promotions each week, in addition to the regular weekly specials. Within Aldi Nord, Belgium serves as a test market for initiatives related to loyalty programs.

Focus on fresh and private label

Starting now, Aldi will offer about ten promotions each week, exclusively for app users. The focus is on fresh fruits and vegetables, fresh meat, fresh fish, and Aldi private-label products. These extra promotions are in addition to the weekly specials. They are automatically applied when a customer scans their app. This is the next step in the expansion of the loyalty program that Aldi launched last year in all its Belgian stores. Customers can collect points that can be redeemed for free products or additional discounts.

“Our loyalty program has been very well received. More and more customers are making it a habit to scan the Aldi app during their shopping trips. We therefore set out to find ways to reward our most loyal customers even more and to convince potential new users,” says Isabel Henderick, director of marketing and communications at Aldi Belgium. After all, a survey conducted by iVOX on behalf of Aldi earlier this year shows that three-quarters of Belgians primarily expect immediate discounts at the checkout as part of their loyalty program. The retailer is now acting on that feedback.

Customers are informed about the extra promotions through various channels: in the weekly flyer, via the website and newsletter, in-store on the digital price tag, on social media channels, and through the app. Within the Aldi Nord Group, Belgium serves as a test market for initiatives related to loyalty programs. Remarkably, in its home market of Germany, the discounter is actually running a campaign against loyalty apps.