Delhaize’s paid SuperPlus program already reaches 60% of its annual target after just two months

Two months after its launch, Delhaize has already achieved 60% of its annual target with its paid loyalty program, SuperPlus Families. With this subscription model, the supermarket chain is primarily targeting young families. At the same time, Delhaize is exploring how artificial intelligence could transform the loyalty card in the future.

Building family loyalty

SuperPlus Families, which costs 12 euros per year, has gotten off to a strong start, according to Delhaize. In an interview on the website of parent company Ahold Delhaize, Marketing and E-Commerce Director Aude Mayence says that after two months, the program has already reached 60% of its first-year target. The retailer has not disclosed specific subscriber numbers.

Benefits for members include a 10% discount on products with a Nutri-Score of A or B, extra perks for family activities, and lower delivery fees. Notably, half of the participants pay for their subscription using SuperPlus points they’ve earned. This option was introduced following a suggestion from an independent store owner.

With SuperPlus Families, Delhaize is focusing specifically on families. According to Mayence, the chain has traditionally held a strong position among small households and older consumers, but young families are more likely to switch to discounters after having children. The paid loyalty program is intended to keep those customers loyal to the chain for longer.

More personalization

Delhaize now has three tiers within its loyalty program: the free SuperPlus, SuperPlus Families, and SuperPlus Delivery, which offers additional delivery benefits. The retailer sees subscription models as a tool to strengthen customer loyalty.

“When you have customers pay a small fee and offer them a lot of extra value in return, they’ll think twice before shopping elsewhere,” says Mayence. Moreover, such programs offer opportunities to provide customers with more targeted, personalized offers. For example, the retailer aims to develop more ways to tailor the loyalty program locally to the customers of individual stores.

Digitalization also plays an important role in this: according to Delhaize, 80% of store visits begin with a digital touchpoint. The supermarket chain therefore wants to further integrate its loyalty program into the entire shopping experience, from self-scanning and personalized promotions to earning points when charging electric vehicles.

In the longer term, Delhaize is exploring the possibilities of artificial intelligence and autonomous shopping assistants. Mayence does not rule out the possibility that new technologies could radically change the current loyalty card and smartphone app. “We don’t even know if an app still has a future,” she says.