Delhaize Lokeren Strengthens Its Local Presence with MyClubStars

How can a supermarket stand out in a competitive market while also building strong local ties? Delhaize Lokeren was looking for a way to attract new customers, reward existing customers, and establish a firm foothold within the local community.

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Roy Spitters

Primary Goals

Foster greater local engagement.
Attract new customers and encourage existing customers to return more often.
To further embed the supermarket within the community by collaborating with organizations that have a strong local following.

Successful Collaboration

A successful partnership with Sporting Lokeren and the local hockey club.

Great results

A revenue increase of about 10% and a steady stream of repeat customers.

Featured in the trade magazine Gondola

Featured as a case study in the Belgian trade journal *Gondola*.

“We attracted new customers, and some of them are now visiting us more often. We can’t always measure that, but we definitely got our money’s worth, and we gained more visibility.” Mathew nods: “More customers, more revenue, and through these community campaigns. We became ‘top of mind’ more often among the people in Lokeren: a sticker campaign like this is a talking point for eight weeks every time.”

– Mathew Verbruggen, Owner of Delhaize Lokeren

Our Approach

Together with Delhaize Lokeren, we developed a local marketing strategy centered on the customer experience and the local community. We opted for a combination of premium brand loyalty campaigns and a MyClubStars sticker album in partnership with Sporting Lokeren. Its success subsequently led to a second sticker album in partnership with the local hockey club.

Through both campaigns, we actively engaged clubs, members, and their families. We managed the entire process: from concept development and photography to collaborating with the clubs and ensuring compliance with privacy laws. This allowed the supermarket to focus entirely on its customers, while we handled the organization and execution.

The sticker albums sparked a lot of conversation within the local community and strengthened the bond between the supermarket and its neighborhood. According to the business owners, this led to about a 10% increase in sales, and many of these customers continued to return.

Our Approach

At Touch Local Loyalty, we believe that local marketing starts with the community. That’s why we’re always looking for partnerships that fit the supermarket’s local area. In Lokeren, we deliberately chose organizations with a strong local following. We guide the entire process, from the initial meeting to the execution of the campaign. In doing so, we provide support in areas such as photography, project management, communication, and all practical organizational matters. By taking as much of the burden off supermarkets as possible, the time investment remains limited while the local impact is significant. The success of Delhaize Lokeren did not go unnoticed. The results and approach were featured extensively in the Belgian food retail magazine *Gondola* as an inspiring example of how local marketing leads to greater engagement, increased visibility, and a stronger position in the region.

The basis of this campaign

Concept used

Behind every successful campaign is a strong foundation. Discover which concept—or combination of concepts—was used to make this case a success.

Building Local Pride

Lokale kerstornamenten

Met lokale kerstornamenten geef je klanten een bijzonder kerstproduct dat ze nergens anders kunnen kopen. Ieder ornament wordt speciaal ontworpen voor jouw supermarkt. Zo creëer je een exclusief concept dat perfect past bij de feestdagen en bij de trots van jouw dorp of stad. Een ornament dat ieder jaar opnieuw een plek krijgt in de kerstboom en een blijvende herinnering vormt aan jouw supermarkt.

Building Local Pride

Cartoon Puzzle

The cartoon puzzle is a local concept that brings young and old together. We’ll create a unique illustration specifically for your supermarket, featuring your store, the surrounding area, and recognizable local elements. From well-known buildings and landmarks to quaint streets and local details: every puzzle is fully customized. The result is a one-of-a-kind item that customers will enjoy putting together and keeping.

Reward your customers

Van der Valk Pillows

With a Van der Valk Pillows savings program, you give customers the opportunity to save up for the original Suite Pillows they know from Van der Valk Hotels. A premium-quality product that ensures optimal sleeping comfort and serves as an attractive savings goal for a broad target audience.

Reward your customers

Van der Valk Duvets

With a Van der Valk Duvets savings plan, you give customers the opportunity to save up for luxury all-season duvets of the same quality they’ve come to expect from Van der Valk Hotels. A premium savings goal that combines comfort, quality, and a trusted brand name. Ideal for customers who want to enjoy the same sleeping comfort at home as they do during a hotel stay.

Reward your customers

Van der Valk Bath Towels

With a Van der Valk Bath Textiles savings program, you give customers the opportunity to save up for luxury towels and bath textiles of the same quality they’ve come to expect from Van der Valk Hotels. Soft, stylish, and durable: an attractive savings goal that’s used every day and is a perfect fit for customers who value comfort and quality.

Reward your customers

Tefal Pans

With a Tefal Cookware Savings Plan, you give customers the opportunity to save up for Tefal’s high-quality Everblack ceramic cookware collection. These PFAS-free pans combine ease of use, a stylish look, and innovative technology. An attractive savings goal for anyone who loves to cook and values quality in the kitchen.

Discover what local marketing can do for your supermarket

Every supermarket is different. That’s why we’d like to work with you to assess your situation and challenges. During our meeting, we’ll use real-world success stories to demonstrate how our local marketing approach works. You’ll discover opportunities to raise your supermarket’s profile even further in the local community and increase customer loyalty.