Enhancing loyalty in grocery

Ahold Delhaize grocery brand, Super Indo, partnered with Plexure to implement a customer engagement solution aimed at creating stronger bonds with customers, gaining better insights and enhancing the relevancy and efficiency of offers. Three months in, the resulting solution ‘My Super Indo’ is exceeding expectations and the benefits have been more widespread than first anticipated.

While Super Indo was on a growth trajectory, the company’s team knew they needed to undergo a digital transformation to remain competitive and differentiate themselves in the saturated grocery market. They recognised the need to acquire insights into customer behaviour and emerging trends so they could utilise this data to inform future marketing campaigns and propositions via actionable intelligence. Super Indo’s marketing assets were exclusively served to customers via offline channels – ie. mailers, which impeded data collection, and became problematic during COVID-19 when faced with postage and distribution restrictions.

As newcomers to digitized loyalty, Plexure recommended an iterative approach to enable the Super Indo team to undertake the requisite process and technology developments internally. The first phase was the launch of a Plexure-developed mobile app, which included digitized offers and a content feed with the intention of driving increased customer loyalty with the Super Indo brand. This marked a significant first step to an omni-channel approach that commenced a shift in customer behaviour from offline to a digital channel and complemented Super Indo’s well-established social media strategy as they strived to win the hearts and minds of their customers.

With the Plexure consumer app now firmly established amongst Super Indo’s customer base, the next phase of development will be to leverage Plexure Campaigns with a focus on prioritizing offers based on an individual’s personal preferences and propensity to purchase certain products. This will see Super Indo move away from promoting mass offers and provide real value to their customers via targeted, highly relevant offers and content that adds value to their customer’s shopping experience.

They also plan to maximise the insights available to them within Plexure Analytics, to not only shape the future development of offers, but also to monetise the data and provide it to suppliers to ultimately serve their customers better. “We really want to use the insights to add value for our customers, because at the end of the day we are here for our customers and not anybody else,” said Johan Boeijenga, Super Indo CEO.

Critical success factors

When reflecting on the launch of the app, Super Indo credits these key areas to their successes to date:

Plexure’s ability to:

  • Understand Super Indo’s objectives and customer journey
  • Seamlessly integrate the new app with existing tech including CRM and POS systems
  • Expertly project manage the entire process
  • Provide a total solution that fulfilled Super Indo’s front and back end objectives

“We searched for a partner and we were really pleased with Plexure's people. Because everything we do, whatever we touch - if it’s technology, digital - at the end if there’s a kind of touch between people, especially in retail. Everything is related to people, it’s a people oriented business. All the signs are on green to move ahead so we are really proud of what we have achieved with Plexure.” – Johan Boeijenga, CEO/Brand President, Super Indo

The results three months in


of annual user adoption target reached


of members have redeemed an offer


increase in average basket size for app members


increase in followers on social media channels

Super Indo’s 3 key takeaways for others looking to undertake a digital transformation journey are:

  • Engage suppliers early in the process to build excitement and ensure the solution is viewed favourably upon launch
  • The system integration is the hardest and most critical part - the IT architecture needs to allow for a seamless data flow between systems
  • Ensure you have the right teams working on it, both within your own organisation and your tech partner - people are key

If you're ready to find out how Plexure's Customer Lifecycle Optimization platform helps marketers increase the lifetime value of their base, we'd love to hear from you.