Sustainable savings programme to motivate customers
Interview with Stefan Goethaert
Supporting good causes, learning more about sustainable living... These are unique rewards you can get as a customer via our loyalty app Xtra. Free products are now added to that. Our CEO Stefan explains the innovations in our sustainable savings programme.
What was the idea behind starting a savings programme?
“Since November 2022, our customers have been able to save points in our loyalty app Xtra. A savings programme to reward customers is not a new concept in retail, but we are giving it a unique twist. With a sustainable approach. That fits perfectly with our values of sustainable business and bringing social value.”
What exactly is the sustainable aspect?
“The remarkable thing is that sustainability is woven throughout the entire savings programme. It lies in both the saving and redeeming of points. We start from the Eco-score: a label showing the environmental impact of a product. We have been using this to inform our customers for years, making it easier for them to make conscious choices. With the savings programme, we go one step further and encourage them to choose a lower ecological footprint. And we reward them for that: for every product with Eco-score A or B, you save a point.”
The charities range from environmental projects to initiatives that give young people a boost or make healthy food more accessible.
Is it only about the environment then?
“We want our savings programme to have as broad an impact as possible. Yes, it starts with environmentally conscious purchases, but with your points, you then make a positive difference in society. You can exchange 100 or 150 saved points to support a good cause. Two years ago, we selected a few environmental projects to support. Apart from the environment, we also focus on health and social issues: meanwhile, we expanded our charities to include initiatives that give young people a boost or make healthy food more accessible. All these good causes are supported by our recently renamed foundation, Colruyt Group Foundation.”
It sounds like there is collaboration within the group to develop this savings programme?
“Certainly, it really is a joint effort! Points can be saved at our store formats Colruyt Lowest Prices, Okay, Bio-Planet, Spar, Comarkt/Comarché and Collect&Go, and is done via the Xtra app. Colruyt Group Academy is also involved: you can also use your points to follow a free webinar on a topic within sustainability.
Our sustainable savings programme, Colruyt Group Academy and the foundation all come together in the Identity, Brand & Marketing division, led by Lisa Colruyt. Behind the scenes, a lot goes into setting up such a savings programme. Buyers, Product Group Managers, Marketers... So many colleagues help us to launch a renewed version.”
What’s new?
“Since 28 October, our savings programme in the Xtra app has had a new look. An updated look, as well as new charities. In addition, we are also introducing the option to exchange your points for a free product from one of our suppliers.”
So is it still that sustainable?
“Of course, we remain committed to minimising our environmental impact. To achieve this, we work with suppliers who offer products with an Eco-score of A or B. We are also conducting a first test with plant-based drinks from Alpro, which have good Eco-scores. From 25 September to 8 October, instead of one, you got ten points per participating Alpro product. Between 6 November and 3 December, you can redeem your points for a free plant-based drink. You get to choose between four products and can pick them up at a Colruyt, Okay and Spar or via Collect&Go. Of course, you can still choose charities or a webinar.”
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Even with the free products, we pay attention to sustainability.
“For our customers, it is an accessible way to get acquainted with dairy alternatives. For us, it is the first time we are organising such a digital ‘sampling’ in four different store formats and doing a media campaign in collaboration with a supplier.”
What is the goal of the campaign?
“Greater reach. Our store formats focus on visibility throughout the year, before, during, and after shopping: during special action months, the sustainable savings programme is highlighted even more. In folders, on websites and in the stores themselves, for example on the shelves and at the checkout, extra attention is drawn to the products with which you can save points and to the charities you can support. A campaign like this amplifies those actions even further. We want to introduce our savings programme to even more customers, encourage them to download the Xtra app and redeem their points. For now, 1 in 3 Xtra users have opened the savings programme, concretely 500,000 customers. A great number, which we want to boost further.”
1 in 3 Xtra users have opened the savings programme.
How do you plan to do that?
“With TV spots, for example, we can make our sustainable savings programme even better known. Customers who were not yet aware of the programme, but were already saving points through their environmentally conscious purchases, will thus be encouraged to check out their points - and hopefully use them immediately! And once they have left, they continue to use them. We also find that people redeem their points most often during store opening hours. That’s why we use digital screens above the checkouts to remind our customers that they can redeem their points while they wait.”
The programme has been running for about two years now. What are the results so far?
“All the projects that could be supported at the initial launch have met their set target! That shows our customers' enthusiasm. In less than two years, 59,000 customers have redeemed their points, allowing us to create 100,000 m² of wildflower meadows, plant 78,500 trees, and establish 63,000 m² of nature reserve for the black stork together with our partners. We also supported the training of 5,680 small nature seekers and 36,900 young people in vulnerable situations.”
What does the future hold?
“We continue to encourage our customers to redeem their points to make a positive difference by supporting good causes or learn something new about sustainable living with Colruyt Group Academy's webinars. In consultation with Colruyt Group Foundation, we will add new initiatives. We also want to inform customers who have supported a good cause in a personalised way about its status.”
Are you going to join forces with other suppliers?
“After evaluating this campaign with Alpro, we want to see how we can involve our suppliers more. In the future we definitely want to continue offering other products for free through the sustainable savings programme. Suppliers who subscribe to our unique savings programme have the opportunity to highlight their sustainable products and services and reward customers. We are yet to shape this further, but I am already looking forward to more successful collaborations!”
The sustainable savings programme in a nutshell: for each product with an Eco-score A or B, you save one point in the Xtra app. You can exchange these points to support a good cause, follow a webinar or get a free product.
