From self-service kiosk to the digital customer counter

To make the loyalty programme and its many benefits accessible to everyone, Delhaize invested in no fewer than 605 self-service kiosks in 2020, spread across its entire store network. “Following the app, the kiosk quickly became the second most important SuperPlus channel,” explains Sarah De Meester, External Communications Manager at Delhaize. “In 2025, for example, 17 per cent of all SuperPlus registrations were made via the kiosk.”

With the new SuperPlus Families loyalty programme in mind, an upgrade of the kiosks was essential. “After five years, the kiosks were gradually reaching their technological limits. Extensive testing in terms of performance, lifecycle and security led us to Google Chrome OS as the best fit,” explains Jomme Sonck, Account Manager Retail at DOBIT. “Our own DXP Play application runs on this platform. This intuitive interface locks the Delhaize application in kiosk mode, ensuring that visitors cannot exit the application in any way. The new system will continue to run smoothly until the end of 2032. That is two years longer than its predecessor, which was a major advantage for Delhaize.”

Finally, Retail Media now plays a key role in the food retailer’s strategy. For example, the media agency MMD (Media Marketing Delhaize) offers a 360° communication package featuring both online and offline advertising opportunities. The 1,000 digital screens form an important platform within this offering. This enables advertisers to reach their consumers exactly where it matters most, very close to the point of purchase.

The content on the screens consists of a mix of Delhaize animations and animations from specific brands. High uptime is crucial, particularly in the latter case. “Thanks to our high-quality screen network on the one hand and our maintenance contract on the other, we guarantee an uptime of no less than 99%,” explains Nele Bruers, CEO at DOBIT.