Colruyt Group offers Xtra personalised promos to 4 million customers

Wednesday, November 5, 2025

On 3 November, Colruyt Group launched a campaign in which Xtra users are explicitly asked whether they want to agree to more personalised processing of their data. More than 4 million customers use the Xtra card and app at Colruyt Group brands. From now on, they will have a choice of four data profiles, with which they can decide whether and how they want to receive personalised discounts and offers. In this way, customers will be able to get even more out of Xtra as their own "personal assistant", which will bring even more simplicity, and be able to provide them with even more tailored offers.

Colruyt Group is one of the most experienced players in Belgium when it comes to offers tailored to the customer and the respectful handling of customer data. Think for example of advertising brochures "Selection for You" at Colruyt Lowest Prices.

Tradition in tailor-made offers and respect for privacy

"Our well-known folders have been an incredible asset for quite some time now," says Ruben Missinne, Head of Data and Analytics at Colruyt Group."We are happy that we are regarded by customers as one of the most respected brands in our country. We are building on this trust with Xtra together with Colruyt Lowest Prices, Bio-Planet, Okay, Collect&Go, Spar, CoMarkt, Boir, Newpharma and Colruyt Group Academy."

Currently, marketing messages are sent based on what the Colruyt Group data expert teams estimate a customer finds interesting. In the future, the group wants to go a step further with personalised offers. Within the legal framework, explicit customer consent is needed to engage in smart data analysis, for example.

"We are launching this initiative with respect for the data the customer wants to make available to us. At Colruyt Group, security, transparency and respect for the customer are non-negotiable," Ruben Missinne emphasises.

"We want to help customers save and offer smart choice options, in a way that suits them. This is why - if they wish - we send relevant offers, tailored as much as possible," Ruben Missinne further explains."This is how we ensure that the right message reaches the right customer at the right time via the right channel. And so today we need explicit consent for that. That way, with Xtra we can fulfil that role of "personal assistant" for our customers even more and make their lives even easier. To do that, we want to know them well".

Four data profiles for a tailor-made offer

Each customer chooses how widely his or her data may be used by choosing a specific data profile. Those who do not choose a data profile can no longer use the Xtra benefits and features in the app.

Important: whatever choice someone makes, everyone can always continue to count on the lowest prices at Colruyt and on the known quantity discounts. The customer can also always make adjustments to his/her profile afterwards.

• With a minimal profile, you save time and money at your trusted shops as before. So you can shop easily thanks to saved shopping lists. Save money with personalised discounts at your trusted shops.
• With a basic profile, you get more ways to save time and money. Your trusted shops show you customised promos and at Xtra's partners. You can save through the app, website and beyond.
• With a connected profile, you won't miss any opportunity to save time and money. Similarly, you will start receiving promos from new brands that suit you.
• With an advanced profile, you can maximise your savings wherever you are. This way, you will receive tailored offers directly from Xtra's partners.

Those who want to know the data profiles in more detail can surf to myxtra.be/dataprofile In the coming weeks, customers will be contacted asking them to choose a data profile. This will be done via the app, the website or a letter by post.

Xtra as an ecosystem

Data profile customers will continue to enjoy the many benefits that Xtra offers. Xtra is much more than just a loyalty card/app - it is an integrated ecosystem that cleverly connects customers, shops and data. Within Colruyt Group, Xtra forms the central link between different brands and formulas, from Colruyt Lowest Prices to Bio-Planet and OKay.

Thanks to one login, one app and one profile, customers can easily enjoy personalised benefits, relevant communication and a smoother shopping experience across Colruyt Group's shop formulas. Behind the scenes, Xtra ensures secure and transparent data processing, with customers always deciding how their data is used. "This is how we build together an ecosystem that works for everyone - efficient, relevant and respectful," says Ruben Missinne.