{"id":146433,"date":"2026-04-21T15:14:07","date_gmt":"2026-04-21T13:14:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=146433"},"modified":"2026-04-21T15:25:24","modified_gmt":"2026-04-21T13:25:24","slug":"delhaize-lance-un-abonnement-familial-payant","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/delhaize-lance-un-abonnement-familial-payant\/","title":{"rendered":"Delhaize lance un abonnement familial payant"},"content":{"rendered":"\n<p><strong>Delhaize<\/strong> renforce sa position concurrentielle avec le lancement de l&rsquo;abonnement omnicanal payant \u00ab SuperPlus Families \u00bb, qui promet aux familles davantage de r\u00e9ductions, des offres int\u00e9ressantes sur les loisirs et des r\u00e9ductions sur les services en ligne.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">12 euros par an<\/h2>\n\n\n\n<p>Le programme SuperPlus de Delhaize, qui compte d\u00e9j\u00e0 3,4 millions d&rsquo;utilisateurs depuis son lancement en 2020, entre dans une nouvelle phase. La version de base reste gratuite, accessible \u00e0 un large public, avec les offres du folder, une r\u00e9duction Nutri-Boost de 10 % sur les fruits et l\u00e9gumes frais class\u00e9s Nutri-Score A et B, des offres en ligne personnalis\u00e9es, la collecte de points et le retrait gratuit des commandes en ligne. De plus, les clients b\u00e9n\u00e9ficieront d\u00e9sormais d\u2019une r\u00e9duction de 10 % sur tous les produits de la marque maison Delhaize Plant-Based et le seuil de d\u00e9pense minimale de 99 euros par mois est supprim\u00e9.<\/p>\n\n\n\n<p>Une grande nouveaut\u00e9 est SuperPlus Families, en quelque sorte la version Delhaize d\u2019Amazon Prime, adapt\u00e9e aux besoins des familles : 10 % de r\u00e9duction suppl\u00e9mentaire sur tous les produits ayant un Nutri-Score A ou B (y compris ceux des marques nationales), 10 % de remise sur le volume \u00e0 partir de trois produits Delhaize identiques, 30 % de r\u00e9duction sur les frais de livraison et des offres attractives sur des activit\u00e9s familiales, avec jusqu\u2019\u00e0 50 % de r\u00e9duction sur les billets pour le Zoo, Walibi ou Plopsaland, par exemple. Une offre unique en Belgique, selon le distributeur. Le co\u00fbt de l\u2019abonnement : 12 euros par an, soit 1 euro par mois.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Diff\u00e9rence rembours\u00e9e<\/h2>\n\n\n\n<p>Un montant symbolique, par lequel Delhaize souhaite s\u2019assurer de l\u2019engagement de ses abonn\u00e9s : la gratuit\u00e9 serait trop peu contraignante. Gr\u00e2ce \u00e0 un simulateur d&rsquo;\u00e9conomies, les clients peuvent calculer combien d&rsquo;argent un abonnement leur permettrait d&rsquo;\u00e9conomiser. De plus, Delhaize s&rsquo;engage \u00e0 rembourser la diff\u00e9rence si le montant n&rsquo;est pas amorti. L&rsquo;abonnement de livraison existant Delivery+ s&rsquo;appelle d\u00e9sormais SuperPlus Delivery, avec tous les avantages de SuperPlus Families en plus des avantages connus (livraisons illimit\u00e9es, priorit\u00e9 sur votre cr\u00e9neau horaire pr\u00e9f\u00e9r\u00e9, points suppl\u00e9mentaires) pour 10 euros par mois.<\/p>\n\n\n\n<p>La formule SuperPlus Families est la plus int\u00e9ressante pour ceux qui ach\u00e8tent de plus gros volumes. Avec cette nouveaut\u00e9, Delhaize vise donc en premier lieu les familles avec enfants, un groupe cible dans lequel le d\u00e9taillant est traditionnellement un peu moins bien positionn\u00e9 que certains concurrents. Toutefois, tout le monde peut s\u2019inscrire. Delhaize prend en charge les r\u00e9ductions propos\u00e9es \u2013 y compris celles sur les produits de marque \u2013 et n\u2019augmentera pas ses prix : le programme doit s\u2019autofinancer gr\u00e2ce \u00e0 une hausse du chiffre d\u2019affaires g\u00e9n\u00e9r\u00e9e par des clients plus fid\u00e8les et de nouveaux clients.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Avantages exclusifs<\/h2>\n\n\n\n<p>\u00ab Nous jouons un r\u00f4le cl\u00e9 dans la vie de nos clients \u00bb, d\u00e9clare le CEO Alexandros Boussis, qui fait r\u00e9f\u00e9rence aux quelque 5 millions de visites hebdomadaires enregistr\u00e9es dans la cha\u00eene. \u00ab Nous les aidons \u00e0 gagner du temps, \u00e0 am\u00e9liorer leurs habitudes alimentaires et nous soutenons leur pouvoir d\u2019achat. \u00bb Le nouveau programme SuperPlus Families doit y contribuer. Depuis que les promotions du prospectus ne s\u2019appliquent plus qu\u2019aux clients qui utilisent l\u2019application en caisse, le d\u00e9taillant constate une acc\u00e9l\u00e9ration du nombre de t\u00e9l\u00e9chargements. Les comportements \u00e9voluent \u00e9galement : 25 % des clients utilisent d\u00e9sormais les points accumul\u00e9s pour les \u00e9changer contre des produits gratuits, explique la directrice marketing Aude Mayence.<\/p>\n\n\n\n<p>Avec sa nouvelle formule d\u2019abonnement, Delhaize offre \u00e0 ses clients des avantages exclusifs auxquels ses concurrents ne peuvent pas ou difficilement r\u00e9pondre. Le distributeur a r\u00e9cemment pris d&rsquo;autres mesures pour renforcer sa position concurrentielle, avec des baisses de prix, la gratuit\u00e9 des frais de pr\u00e9paration pour le retrait des commandes et l&rsquo;\u00e9largissement de la gamme \u00ab P&rsquo;tits Lions \u00bb (produits de base de la marque maison \u00e0 prix comp\u00e9titifs). Cela porte ses fruits : la part de march\u00e9 augmente, m\u00eame si nous ne disposons pas de chiffres concrets \u00e0 ce sujet.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"552\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/04\/superplus-families-FR-1024x552.jpg\" alt=\"\" class=\"wp-image-146436\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/04\/superplus-families-FR-1024x552.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/04\/superplus-families-FR-300x162.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/04\/superplus-families-FR-768x414.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/04\/superplus-families-FR-1536x828.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/04\/superplus-families-FR.jpg 1617w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Delhaize renforce sa position concurrentielle avec le lancement de SuperPlus Families, une formule d&rsquo;abonnement omnicanal payante qui promet aux familles davantage de r\u00e9ductions, des offres int\u00e9ressantes sur les loisirs et des r\u00e9ductions sur les services en ligne. <\/p>\n","protected":false},"author":3,"featured_media":146434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[],"company":[196],"topic":[488],"region":[226],"class_list":{"0":"post-146433","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"company-delhaize","10":"topic-marketing","11":"region-belgique"},"acf":[],"yoast_head":"<!-- This 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par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stefan Van Rompaey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/delhaize-lance-un-abonnement-familial-payant\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/delhaize-lance-un-abonnement-familial-payant\\\/\"},\"author\":{\"name\":\"Stefan Van Rompaey\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/51aec6069c4416aa2f68b2e4ff3455df\"},\"headline\":\"Delhaize lance un abonnement familial 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