Driving personalized value through award-winning loyalty programs
May 14, 2025 – At Ahold Delhaize, delivering personalized value and everyday low prices is a key part of our strategy. Our brands’ loyalty programs play a crucial role in helping shoppers save while creating vibrant customer experiences across our great local brands. The extension of our brands’ loyalty programs provides more – and more personalized – offerings and promotions for customers.
Personalized value is a critical driver of loyalty. Each year, our brands provide billions of tailored offers to customers, enhancing their shopping journeys with hyper-personalized promotions and unique, shoppable content. By leveraging innovative technology, we’re evolving our loyalty programs to meet customers where they are – both in-store and online.
Taking a digital-first approach to loyalty
With a digital-first approach, we’re transforming how customers interact with our brands, aiming to increase omnichannel loyalty sales penetration to over 80% by 2028. We’re also transitioning loyalty members from physical cards to digital apps, targeting 30 million monthly active users by 2028. These efforts allow us to create seamless, data-driven experiences that bring even more convenience and savings to our customers.
Investing in a winning customer value proposition
Loyalty and membership programs allow us to provide meaningful savings for our customers and get relevant consumer insights that help us to personalize offerings and promotions. By working closely with our brand teams, we have developed a strong set of strategic levers to increase own-brand share towards 45% of total store sales, expanding healthy sales beyond own-brand products, and optimizing assortments and promotions. By continuously evolving our loyalty programs, we ensure that customers receive exceptional value, convenience and personalized experiences that keep them coming back.
Receiving industry recognition in the U.S.
Our brands’ loyalty and membership programs have already garnered industry recognition, winning various awards in recent years. In the U.S., our great local brands Food Lion, Giant Food, and Stop & Shop have all received the “2024 America’s Best Loyalty Program” award.
Meanwhile at Hannaford, the “My Hannaford Rewards” program has been named one of America’s Best Loyalty Programs for 2025 by Newsweek. Their list of 275 programs from various industries is based on the results of an independent survey of more than 4,000 U.S. customers.
Reaching milestones in Europe
In the Netherlands, Albert Heijn’s Premium program reached one million subscribers in 2024 – a significant milestone that demonstrates the strong demand for tailored, value-driven shopping experiences. Launched in 2021, premium membership offers customers benefits such as 10% discounts on all organic products, including it’s own-brand AH terra line,, personalized bonus offers, and accelerated savings in loyalty programs to encourage healthier and more sustainable shopping choices.
Delhaize’s SuperPlus loyalty program has become a true success story in Belgium. With over 3 million subscribers, it now reaches one in three people in the country — and the impact is clear. SuperPlus members account for an impressive 70% of Delhaize’s total sales.
But it’s not just about loyalty — it’s about healthier choices too. Through SuperPlus, customers benefit from 10% discounts on products with an A or B Nutri-Score, encouraging better eating habits. While the program used to include dry foods, the focus has now shifted to the core of a healthy diet: fresh fruits and vegetables, along with dairy, and bakery items.
In the Czech Republic, our local brand Albert recently enhanced its “My Albert” loyalty program to further strengthen customer engagement and support healthier shopping habits. New features include weekly personalized rewards, bonus incentives, a 15% discount on Nature’s Promise—one of Albert’s leading Own Brand lines—and the ability to earn credits by purchasing selected healthy products each week. The program also gives customers the option to donate their rewards to the Albert Foundation, with over CZK 1 million donated since October 2024.
Our loyalty programs – and the recognition our loyalty programs are receiving – are testament to our commitment to delivering personalized value and everyday low prices to our customers.