{"id":159067,"date":"2026-11-13T11:22:09","date_gmt":"2026-11-13T10:22:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=159067"},"modified":"2026-11-13T11:22:16","modified_gmt":"2026-11-13T10:22:16","slug":"le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\/","title":{"rendered":"Le programme SuperPlus payant de Delhaize atteint d\u00e9j\u00e0 60 % de son objectif annuel apr\u00e8s deux mois"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Deux mois apr\u00e8s son lancement, <strong>Delhaize <\/strong>a d\u00e9j\u00e0 atteint 60 % de son objectif annuel avec son programme de fid\u00e9lit\u00e9 payant \u00ab SuperPlus Families \u00bb. Avec cette formule d&rsquo;abonnement, la cha\u00eene de supermarch\u00e9s cible principalement les jeunes familles. Parall\u00e8lement, Delhaize \u00e9tudie comment l&rsquo;intelligence artificielle pourrait transformer la carte de fid\u00e9lit\u00e9 \u00e0 l&rsquo;avenir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Fid\u00e9liser les familles<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">SuperPlus Families, qui co\u00fbte 12 euros par an, conna\u00eet selon Delhaize un d\u00e9marrage en force. Dans une interview publi\u00e9e sur le site web de la soci\u00e9t\u00e9 m\u00e8re Ahold Delhaize, Aude Mayence, directrice du marketing et du commerce \u00e9lectronique, indique que le programme a d\u00e9j\u00e0 atteint <a href=\"https:\/\/newsroom.aholddelhaize.com\/more-than-a-discount-10-questions-about-the-purpose-drive-evolution-of-delhaizes-loyalty-program--and-whats-next\/\">60 % de l\u2019objectif fix\u00e9<\/a> pour la premi\u00e8re ann\u00e9e apr\u00e8s seulement deux mois. Le distributeur ne communique toutefois pas le nombre exact d\u2019abonn\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les membres b\u00e9n\u00e9ficient notamment d\u2019une r\u00e9duction de 10 % sur les produits affichant un Nutri-Score A ou B, d\u2019avantages suppl\u00e9mentaires pour les activit\u00e9s familiales et de frais de livraison r\u00e9duits. Il est \u00e0 noter que la moiti\u00e9 des participants paie son abonnement avec des points SuperPlus accumul\u00e9s. Cette possibilit\u00e9 a \u00e9t\u00e9 mise en place \u00e0 la suggestion d\u2019un commer\u00e7ant ind\u00e9pendant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec SuperPlus Families, Delhaize cible tout particuli\u00e8rement les familles. Selon Mayence, la cha\u00eene b\u00e9n\u00e9ficie traditionnellement d\u2019une forte position aupr\u00e8s des petits m\u00e9nages et des consommateurs \u00e2g\u00e9s, mais les jeunes familles se tournent plus souvent vers les magasins discount apr\u00e8s l\u2019arriv\u00e9e d\u2019enfants. Le programme de fid\u00e9lit\u00e9 payant vise \u00e0 fid\u00e9liser ces clients plus longtemps \u00e0 la cha\u00eene.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Plus de personnalisation<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Delhaize compte d\u00e9sormais trois niveaux au sein de son programme de fid\u00e9lit\u00e9 : le SuperPlus gratuit, SuperPlus Families et SuperPlus Delivery, qui offre des avantages suppl\u00e9mentaires en mati\u00e8re de livraison. Le distributeur voit dans les formules d\u2019abonnement un outil permettant de renforcer la fid\u00e9lisation de la client\u00e8le.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Lorsque vous demandez \u00e0 vos clients de payer une petite somme en \u00e9change d\u2019une forte valeur ajout\u00e9e, ils y r\u00e9fl\u00e9chissent \u00e0 deux fois avant d\u2019aller faire leurs courses ailleurs \u00bb, explique Mayence. De plus, ces programmes permettent de proposer aux clients des offres personnalis\u00e9es plus cibl\u00e9es.  Le distributeur souhaite ainsi d\u00e9velopper davantage de possibilit\u00e9s pour adapter localement le programme de fid\u00e9lit\u00e9 aux clients de chaque magasin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La num\u00e9risation joue \u00e9galement un r\u00f4le important \u00e0 cet \u00e9gard : selon Delhaize, 80 % des visites en magasin commencent par un contact num\u00e9rique. La cha\u00eene de supermarch\u00e9s souhaite donc int\u00e9grer davantage son programme de fid\u00e9lit\u00e9 dans l\u2019exp\u00e9rience d\u2019achat globale, du self-scanning et des promotions personnalis\u00e9es \u00e0 l\u2019accumulation de points lors de la recharge de voitures \u00e9lectriques.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 plus long terme, Delhaize \u00e9tudie les possibilit\u00e9s offertes par l\u2019intelligence artificielle et les assistants d\u2019achat autonomes. Mayence n\u2019exclut pas que les nouvelles technologies puissent transformer en profondeur la carte de fid\u00e9lit\u00e9 et l\u2019application pour smartphone actuelles. \u00ab Nous ne savons m\u00eame pas si l\u2019application a encore un avenir \u00bb, d\u00e9clare-t-elle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Deux mois apr\u00e8s son lancement, Delhaize a d\u00e9j\u00e0 atteint 60 % de son objectif annuel avec son programme de fid\u00e9lit\u00e9 payant \u00ab SuperPlus Families \u00bb. Avec cette formule d&rsquo;abonnement, la cha\u00eene de supermarch\u00e9s cible principalement les jeunes familles. Parall\u00e8lement, Delhaize \u00e9tudie comment l&rsquo;intelligence artificielle pourrait transformer la carte de fid\u00e9lit\u00e9 \u00e0 l&rsquo;avenir.<\/p>\n","protected":false},"author":5,"featured_media":159068,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[],"company":[124,196],"topic":[488],"region":[226],"class_list":["post-159067","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-ahold-delhaize","company-delhaize","topic-marketing","region-belgique"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le programme SuperPlus payant de Delhaize atteint d\u00e9j\u00e0 60 % de son objectif annuel apr\u00e8s deux mois - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le programme SuperPlus payant de Delhaize atteint d\u00e9j\u00e0 60 % de son objectif annuel apr\u00e8s deux mois - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Deux mois apr\u00e8s son lancement, Delhaize a d\u00e9j\u00e0 atteint 60 % de son objectif annuel avec son programme de fid\u00e9lit\u00e9 payant \u00ab SuperPlus Families \u00bb. Avec cette formule d&#039;abonnement, la cha\u00eene de supermarch\u00e9s cible principalement les jeunes familles. Parall\u00e8lement, Delhaize \u00e9tudie comment l&#039;intelligence artificielle pourrait transformer la carte de fid\u00e9lit\u00e9 \u00e0 l&#039;avenir.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2026-11-13T10:22:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-11-13T10:22:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/11\/Superplus_Card-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1706\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pauline Neerman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pauline Neerman\" \/>\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\\\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\\\/\"},\"author\":{\"name\":\"Pauline Neerman\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/66b54803fa10759039079458ea89e307\"},\"headline\":\"Le programme SuperPlus payant de Delhaize atteint d\u00e9j\u00e0 60 % de son objectif annuel apr\u00e8s deux mois\",\"datePublished\":\"2026-11-13T10:22:09+00:00\",\"dateModified\":\"2026-11-13T10:22:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\\\/\"},\"wordCount\":543,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2026\\\/11\\\/Superplus_Card-scaled-1.jpg\",\"articleSection\":[\"Food\",\"Food\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2026\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/le-programme-superplus-payant-de-delhaize-atteint-deja-60-de-son-objectif-annuel-apres-deux-mois\\\/\",\"name\":\"Le programme SuperPlus payant de Delhaize atteint d\u00e9j\u00e0 60 % de son objectif annuel apr\u00e8s deux mois - 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