Aldi launches its loyalty program

Aldi launches its loyalty program
Aldi launches its loyalty program

This is a major first for Aldi, which has chosen Belgium to launch its very first loyalty program. Via the application, the German discounter allows its customers to accumulate points that can then be exchanged for products. “The test phase is limited to customers who shop in the province of West Flanders and in the north of Hainaut,” explains Jason Sevestre, spokesperson for the brand in Belgium.

The principle is similar to the many loyalty programs of commercial brands. By registering via the application, customers receive a QR code that they simply scan when checking out to activate the program and accumulate points that can then be exchanged for points or products, as offered by Delhaize in particular. Some products also allow points to be accumulated more quickly. “These bonus products will change regularly, and our customers will be able to find out about new eligible items via the app. Finally, customers who accumulate Aldi points now also have access to a digital receipt.”

Aldi was the only brand that did not yet have a loyalty program. Another feature that made its debut in the application: the smart shopping list. Once the list is created, the application offers own-brand alternatives to the major brand products selected by the customer. Once again, Aldi wants to assert that its own brands, while being cheaper, are not of lower quality. The offensive will not stop there since Aldi has already announced its intention to reduce the size of its assortment, which will be to the detriment of international brands. By encouraging its customers to opt for “house” brands, Aldi will be able to observe whether they turn away from these international brands and thus limit the impact of a delisting.

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