In parts of Belgium, Aldi Nord has introduced a shopper loyalty programme for the first time. Since the beginning of this month, users of the Aldi app have been able to collect bonus points in around 70 of the discounter’s stores in West Flanders and in the north of the province of Hainaut. As reported by Lebensmittel Zeitung, Aldi Nord is working with software specialist GK, which is also developing the discounter’s new store solutions. GK presented a new, AI-enhanced loyalty solution ‘GK Engage’ at this year’s Eurocis.
With this step, Aldi Nord is following in the footsteps of its main competitor. Lidl had already started introducing its loyalty programme app Lidl Plus in autumn 2020 in Germany. The Retail Optimiser reported.
With the help of loyalty programmes, retailers not only want to motivate their customers to shop more frequently and more often, but above all to gain valuable data on individual purchasing behaviour. This enables them to tailor their offers and product ranges to the needs of their customers. Last but not least, they gain a valuable database for their listing decisions. In view of the fact that both Aldi sister companies want to limit their product ranges and increase the proportion of private labels, it is reasonable to assume that this aspect has played a key role. Another new function of the app reinforces this impression.
App favours own brands
Following the latest update, the Aldi Nord app now offers a so-called smart shopping list. If a customer has included branded items in their shopping list, the Aldi app suggests replacing them with corresponding own brands. The Swap and Save function then shows how much less the Aldi product costs in per cent.
In addition, customers can now use the app to obtain and keep a digital receipt. The Aldi app is available in both the Apple App Store and Google Play. Once the customer has registered, the app generates a QR code. To collect points, users can have this scanned at the checkouts of participating stores. The points collected can be redeemed for discounts or free items. Aldi Nord’s app is not yet linked to the self-scanning solutions that the discounter is developing with Shopreme, but is currently only being tested in the Netherlands.
Next steps still open
It is not yet known whether and how the new solution will be rolled out. A spokesperson for the company told local media that it was too early to report on further steps. The company first wants to carefully analyse the test and then decide how to proceed.
It can be expected that both Aldi sisters will introduce loyalty programmes in Germany and internationally in the not-too-distant future. In 2021, Aldi Süd started to set up a CRM infrastructure with tools from Adobe and Salesforce. As the Retail Optimiser commented, this provides the framework for its own customer loyalty programme.
