Aldi Nord is continuing to test loyalty features in its customer app in Belgium, even though the company generally rules out app discounts and different prices for different customers. In a joint press release issued today for Germany, Aldi Nord and Aldi Süd have stated that they are committed to a standard Aldi price for everyone and are therefore not offering exclusive app discounts.
Aldi Nord’s press office told The Retail Optimiser in response to an enquiry today, that the discounter’s fundamental principle is: “Anyone who cannot or does not wish to use the app must not suffer any direct financial disadvantage.” At the same time, the group is continuing to test various customer loyalty features within the app in Belgium. In fact, the company is evaluating ways to retain customers without price differentiation.
This clarification is relevant because Aldi Nord had already rolled out its app-based loyalty features nationwide in Belgium back in July 2025. These features include Swop promotions, through which Aldi Nord highlights the price advantages of its own-brand products over manufacturer brands.
Aldi Nord draws a red line
Aldi Nord has left open the question of whether individual features from the Belgian trial will later be rolled out to other countries. However, the company states that any such roll-out would not alter its stance. “Prices are the same for everyone,” Aldi Nord explained to The Retail Optimiser.
In the press release for Germany, Aldi Nord and Aldi Süd jointly position their discount business model as the antithesis to bonus apps, which their main competitor Lidl relies on heavily. The discount retailers emphasise simplicity, a clearly organised product range and prices that customers do not have to search for, activate or unlock. From today on, Aldi Nord and Aldi Süd will be supporting this stance with advertising campaigns.
Belgium remains the testing ground
The Belgian app trial therefore fits with Aldi’s logic only as long as it does not create a direct financial disadvantage for customers who do not use the app. Aldi Nord explicitly describes customer loyalty as something that must fit with its own business model. For the group, however, Belgium remains a market in which it is putting loyalty features in the app through their paces.
