The idea

Every promotion runs through the loyalty programme. No big campaigns outside it. To get the deal, shoppers scan the card or the app. For existing members nothing changes; everyone else gets a good reason to sign up.

Why it works

• Value at no extra cost. The programme gains real value and the business takes on no extra cost: the promotions are already budgeted for. It instantly matters to everyone, including people who never saw the point of it and those who only turn up when there's a deal. Penetration and engagement go up, with no need to raise earn rates or deepen discounts.
• Every promo sale has a name. Almost every promo purchase is now linked to a customer. The programme covers more transactions, profiles get sharper, and there's more data for analytics and personalised offers.
• Promotions that build loyalty. The promo budget, usually the most anonymous money in retail, now buys customer insight as well as a one-off sale.

The example: Delhaize (Belgium)

Delhaize announced the change in August 2025 and introduced it on 11 September 2025: every leaflet promotion in its stores now requires a SuperPlus card or app. The exceptions are multi-packs of water and beer, and the NutriBoost range. The retailer said it wanted to reward loyal shoppers better and make offers more personal.

By then SuperPlus had about 3 million members. For those who already used the card, nothing changed at the till. Everyone else got a good reason to sign up.

The next step: a paid tier for families

Seven months later, on 21 April 2026, the retailer took the programme a step further with SuperPlus Families, a paid tier that fits the brand's wider idea of healthier living for every member of the family, shaped around their individual needs. The package includes:

• discounts on products rated Nutri-Score A or B;
• a multi-buy discount when you buy three of the same own-brand item;
• cheaper home delivery and free click-and-collect;
• discounts on family days out with partners, from theme parks to cinemas.

First the free programme became the ticket to the deals. Then it became the base for a paid tier.

What Delhaize's public figures show

• SuperPlus members already accounted for 70% of the retailer's sales before the switch (May 2025);
• members save €535 a year on average, by Delhaize's own estimate (April 2026);
• 60% of members say the programme helps them live more healthily (April 2026).

What to take away

1. Promotions and loyalty work better together: promotions give the programme value, the programme gives promotions data.
2. Putting every promotion through the programme works at any stage, from launch to the programme's peak.
3. Never stop developing the programme: bring in the tools the business already has and add new products, such as a subscription, while staying true to the brand's wider idea.

How would putting every promotion, or almost every one, through the programme work in your market?

LOYALZ is not affiliated with, endorsed by or acting on behalf of the companies mentioned. This review is based on publicly available sources and reflects LOYALZ's opinion. Company and programme names are used for identification only and belong to their respective owners.

Figures are taken from the sources cited and were checked on 7 October 2026. Programme terms may change. If you spot an inaccuracy, let us know and we'll check it and put it right.