Background
Albert Heijn is the largest supermarket chain in the Netherlands with a market share of 34.8% in 2020. It was founded in 1887 and is part of Ahold Delhaize since 2016.
The challenge was to to increase the mobile app’s weekly active user base and ultimately – gain more (new) customer loyalty. As a solution, we digitised their 100 year old paper stamp program.
Eva Groen
Michael de Vries
Wouter Wisse
Ferry Spiering
Rolf Smit
Maaike Brinkhof
Tom de Lange
Julian Neef
Onboarded 600.000 users
Increased WAU by 10,00%
When at the checkout for your groceries, you can buy a stamp worth €0.10, for every €1 you spend. Once you have saved up 490 stamps or €49 – equivalent to a full paper booklet, you'll receive €3 of interest. It's up to you when to redeem and cash out your stamps.
Many elderly customers have been collecting these stamps for decades. Often saving for gifts, holidays or just using it as their savings.
A majority of the younger generation is not aware of its existence. And even when they are, they can't be bothered by collecting stamps – it's annoying and old fashioned.
However, they're leaving quite some money on the table. Young customer could really benefit, since they're not making any money leaving their savings on the bank.
Results
The campaign was a success and 6 months post launch we onboarded about 600.000 customers with the digital solution.
After a successful launch, there was a second wave caused by the COVID lockdowns, due to the temporary halt of paper stamps.