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in the most personal
and optimal way?

Case Albert Heijn

My Bonus: Strategy- and concept development, implementation & launch of a personal loyalty program.

Data analysis & Customer insights

Customer Loyalty Strategy

IT Architecture, Tooling & Implementation


Albert Heijn wanted to renew its discount card by introducing the Bonus card, a more personal card with a  loyalty program. The route towards a more customer centric approach. The new program aimed to increase the loyalty of its frequent customers. The challenge was to set up a completely new program within a year, to introduce and inspire customers and taking into account the current privacy law and regulations.


We started, together with Customer Insights and a extern data company, analyzing large amounts of data and customer surveys to distill relevant customer insights. Based on these insights, we designed the strategy, the segmentation model and set up the pillars of the program. This pillars are Personal Deals, Priviliges and the Air Miles program.
For the new program, we have created and supervised new internal business processes and we held internal (stakeholders) and external (suppliers & partners) roadshows. In addition, we have launched a national mass media and digital campaigns for training of call center and store employees.
Furthermore, we built an IT and business roadmap to bring the program to the next phase.


With the launch campaign we achieved 2,5 million customers subscribing to the My Bonus program within 3 months. We  introduced a new platform to reward, thank and inspire customers in a personal and relevant manner. Creating higher loyalty among customers and increasing incremental sales for loyal and regular customers. A high degree of relevance for all participants, opening rate of 50% and a participation rate of almost 10% in the bi-weekly campaigns.