Delhaize will adapt its Superplus discount system. Now customers will have to buy more from the supermarket chain to qualify for a discount, while the discount will apply to fewer products and can only go up to 10% instead of 15%.
Two years ago, Delhaize launched a loyalty program that included discounts of up to 15% on all products with Nutri-Score A and B. The chain now has “optimized and simplified“the system based on customer feedback,” says spokesman Roel Dekelver.
Until now, each member of the Superplus program received a 5% discount on products with Nutri-Score A and B. Those who purchased for more than 200 euros in a single month received a 10% discount on the same products the following month and those who spent at least 500 euros even received a 15% discount.
In some cases, however, the system becomes less advantageous. The simplification, which will come into effect from October, means that anyone who buys less than 99 euros in a month at Delhaize will no longer receive a discount. Customers who reach this threshold will receive a 10% discount on select products the following month. As for the 15% discount granted to the most loyal customers, it disappears.
From now on, the reduction will only apply to healthy products with a Nutri-Score A and B from the fresh section, such as bread, dairy products, meat, fruit and vegetables. Delhaize will no longer offer the discount on frozen products, bottled water and sugar-free soft drinks.
The supermarket chain, on the other hand, removes the limit on the total amount of the discount. Until now, only 30 euros per month reduction could be granted at most. To exceed this threshold, a customer must purchase at least 300 euros of products eligible for labels A or B during the same month.