Aldi Belgium is strengthening its digital loyalty strategy by rolling out around ten exclusive promotions each week for app users, placing fresh food and private label products at the heart of the initiative.
The additional offers, which run alongside Aldi’s regular weekly specials, cover categories including fresh fruit and vegetables, meat, fish and the retailer’s own brand range. Discounts are automatically applied at checkout when customers scan their Aldi app, making the savings immediate and requiring no additional steps.
The move builds on Aldi Belgium’s loyalty programme, introduced across its stores last year. Members can collect points to exchange for free products or further discounts. According to Aldi, the programme has gained traction, with increasing numbers of shoppers regularly using the app.
The strategy also reflects changing consumer expectations. Research conducted by iVOX on behalf of Aldi found that three-quarters of Belgian consumers primarily expect immediate discounts at checkout from loyalty programmes. Aldi’s latest initiative directly responds to this demand, while providing an additional incentive for shoppers to engage digitally.
Interestingly, Belgium serves as the exclusive testing ground for Aldi's app-based discounts. This contrasts with Aldi’s approach in almost all other markets, including Germany, the UK and Australia, where the discounter explicitly rejects loyalty schemes and treats them publicly as a marketing enemy.