Delhaize is adapting its Superplus discount system. From now on, customers will have to buy more from the supermarket chain to be entitled to a discount, the discount will apply to fewer products and it can only go up to 10 percent instead of 15 percent.
Delhaize launched a loyalty program two years ago that included discounts of up to 15 percent on all Nutri-Score A and B products. The chain has now “optimized and simplified the system on the basis of customer reactions”, says spokesman Roel Dekelver.
Until now, every member of the Superplus program received a 5 percent discount on the products with Nutri-Score A and B. Those who bought more than 200 euros in one month, received a 10 percent discount on the same products in the following month. Those who bought for at least 500 euros even received a 15 percent discount.
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In some cases, the system becomes less advantageous. The simplification from October means that anyone who buys less than 99 euros in one month at Delhaize will no longer receive a discount. Customers who do meet that threshold will receive a 10 percent discount on certain products the following month. The 15 percent discount for the most loyal customers will disappear.
From now on, the discount will only apply to healthy products with Nutri-Score A and B from the fresh produce department, such as bread, dairy, meat, fruit and vegetables. Delhaize no longer gives the discount on frozen products, bottled water and soft drinks without sugar.
The supermarket chain does remove the limit on the total discount amount. Until now, only EUR 30 per month could be discounted. To exceed that threshold, a customer must purchase at least $300 of the eligible A or B labeled products in the same month.
In an email to customers Delhaize describes the changes as positive. “You no longer have to spend at least €200/month to take advantage of a Nutri-Boost discount of 10% the following month. From October 1, you will always receive a 10% discount on fresh products with Nutri‑Score A or B if you have spent at least €99 in the previous month,” says the supermarket chain.
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