A Polish supermarket chain owned by the Eurocash Group has amassed over four million registered users to its ‘Delikarta’ loyalty program.
According to the Eurocash Group, its subsidiary Delikatesy Centrum chain has seen a rise in consumer registration following an increased advertising focus at the beginning of the year which included its strongest offers as part of a television campaign.
In 2023, consumers who signed up to the Delikatesy Centrum loyalty program reportedly saved a total of over PLN 250 million (approx €58 million) on discounts and vouchers duet o regular promotions and special campaigns, the firm said.
It added that consumers who agreed to receive SMS and push notifications were informed about these benefits first but the mobile app version of the program has since become the most popular channel for program participants.
According to research by a Polish-based market research company, 64% of Poles already admit to using at least one loyalty program. Additioanlly, 90% of those use mobile applications. With the Delikarta program, mobile users are said to be mostly between 18 and 45 years old, although interestingly, the group of people over 60 is among the most active.
Speaking on the milestone, Dariusz Stolarczyk, member of the management board of the Eurocash Group and responsible for the retail segment said: “This is the most developed loyalty program in the Eurocash Group and one of the most developed on the market. Our application is also one of the best rated among grocery chain applications. It uses advanced personalisation mechanisms and combines the current promotional product offer with consumer preferences and a product availability map.”
He added: “Recently, we launched a new promotional solution in the program, the so-called Łappacza – an action that attracted over 500,000 unique users in two editions. This shows that we still have room to develop this tool.”
