Colruyt asks customers for permission to send personalized offers
Colruyt is inviting over four million holders of its digital Xtra loyalty card to decide how much personal data they want to share. This request is part of the retailer’s plan to make its promotions more personalized.
Currently, Colruyt bases its marketing communications on insights from its data analysts about what might interest customers. The company now aims to take this a step further by tailoring discounts and promotions more specifically.
“The step is necessary to provide personalized discounts and is legally required to obtain explicit consent,” said the retail group.
Four privacy profiles
Customers can select one of four profiles:
- Minimal – processing of only essential data.
- Basic – limited data processing for standard offers.
- Connected – sharing some data for broader personalization.
- Advanced – allows Colruyt to share data with partners for tailored marketing.
Users can choose and modify their data profiles through the app, on the website, or by post. Those who do not select a profile may eventually lose access to Xtra benefits within the app. The retailer confirms that all customers will continue to benefit from its lowest price guarantee regardless of their privacy choice.
Author’s summary
Colruyt introduces new data-sharing options for its loyalty customers, offering greater control over personal information while expanding personalized marketing possibilities.