Colruyt Group has launched Xtra, a loyalty card that can be used by customers in over 600 shops, and collection points across nine chains in its group, as well as webshops.
An Xtra app is also available for downloading. All Colruyt Group’s customers will have access to each chain’s special offers, all under the one loyalty scheme.
The benefit of this to shoppers is that they can shop across chains and collect rewards without having to leave the app. As ESM has recently reported, there is an increasing customer appetite for using technology in the food- and grocery-shopping sector.
The app will also give Colruyt Group an opportunity to connect with all of its customers on one platform.
Big Data
The new loyalty card will also provide Colruyt Group with more insight into the needs and purchasing behaviours of its customers across the different chains, as shoppers use it to take advantage of the discounts it provides.
“Xtra offers a lot of potential to get to know our customers better. It is yet another stage in our ambition to deepen the relationship with our customers and enter into more dialogue with them,” said COO Frans Colruyt.
Colruyt is also determined to use this information responsibly.
"We keep data so that we can serve our customers better, with total transparency," says Colruyt. "So any use must adhere to this. What’s important here is that customers remain in charge of their own data, so they can alter or remove it at any time.”
The Future
Creating a loyalty scheme with an online app that functions across nine chains was a major undertaking for Colruyt Group. Over the next few years, the retailer plans to incorporate DATS 24, Cru and ZEB banners within the new scheme.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Gavin Ryan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
