Ahold Delhaize Europe launches its third unified app in Belgium

August 13, 2024 -Ahold Delhaize is pleased to share that our Belgian brand, Delhaize, launched their new app, marking the third milestone in our ambitious six-country rollout plan. This unified app represents a significant step forward in enhancing customer experience, offering a seamless and personalized journey across all our brands. Building on the successful launches earlier this year in the Czech Republic for Albert and Serbia for Maxi, this latest version introduces complete loyalty and in-store experience alongside the shopping journeys.

Enhanced shopping experience for Delhaize customers

Delhaize customers will notice several improvements with this new app launch:

1. Intuitive interface with clearer communication: Delhaize's major value propositions, such as online shopping, point rewards, personal offers, and the NutriBoost program, are now more clearly communicated and easier to navigate. The app offers optimized product recommendation flows, product lists, and checkout processes. All designed based on extensive user research.
2. Full AA accessibility: Ensuring the app is accessible to all customers and ready for compliance regulations of July 2025.
3. (Healthy) alternatives are now more visible: Making it easier for customers to make healthier choices and improving product recommendations within the shopping flow.

Lefteris Geranios, User Experience & Digital Development Manager at Delhaize comments, "By rebuilding the app from the ground up, we are able to provide our customers with a seamless and consistent experience throughout the entire app. This represents a significant improvement for them." Customers who have tried the new app have already expressed that it is faster and easier to use, it gives a better overview of what is on offer.

What's unique about the Delhaize app?

The apps' enriched loyalty experience is designed to reward customers in meaningful ways, from free products and partner discounts to charity donations, making their shopping journey more rewarding. Customers can track their points, savings, and even monitor the healthiness of their purchases through the app.

The new app offers recipe features that support customers with their grocery shopping, such as the possibility to scan a product and receive recipe suggestions based on the items available in their fridge, inspiring them to try new recipes. The app also introduces new product recommendations. For example, when a product is part of a bundle, such as meal packages, the app now displays recommendations to encourage customers to complete their dish.

The enhanced in-store experience provides another unique set of benefits: shopping lists, automatic connection to in-store WiFi, Payconiq payment, and receiving cash from deposits or returns directly into a digital wallet.

Monetization marks the next key milestone for the new app, it now features display and sponsored products through Ahold Delhaize's retail media platform, Gambit.

Streamlined for iOS and Android

The new Delhaize app is built on a modular framework that supports cross-platform functionality for both iOS and Android devices. This foundation allows for faster development and easier scaling of new features, reducing both time and costs.

Looking ahead

With Delhaize Belgium's app now live, we are excited to announce that Luxembourg, Romania, and Greece are next in line. We are on track to complete the rollout by the end of the year, bringing our unified app experience to more customers.

We thank our dedicated team and loyal customers for their continuous support and enthusiasm. Stay tuned for more updates as we continue to innovate and enhance the shopping experience!

Public link

Please use the above public link if you want to share this noodl on another website.