MyClubStars Strengthens Delhaize Lokeren's Local Presence

How can a supermarket stand out in a competitive market while also building strong local ties? Delhaize Lokeren was looking for a way to attract new customers, reward existing customers, and establish a firm foothold within the local community.

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Roy Spitters

Primary Goals

Foster greater local engagement.
Attract new customers and encourage existing customers to return more often.
To further embed the supermarket within the community by collaborating with organizations that have a strong local following.

Successful Collaboration

A successful partnership with Sporting Lokeren and the local hockey club.

Great results

A revenue increase of about 10% and a steady stream of repeat customers.

Featured in the trade magazine Gondola

This sports imagery campaign was featured as a case study in the Belgian trade magazine *Gondola*.

“We attracted new customers, and some of them are now visiting us more often. We can’t always measure that, but we definitely got our money’s worth, and we gained more visibility.” Mathew nods: “More customers, more revenue, and through these community campaigns. We became ‘top of mind’ more often among the people in Lokeren: a sticker campaign like this is a talking point for eight weeks every time.”

– Mathew Verbruggen, Owner of Delhaize Lokeren

Our Approach

Together with Delhaize Lokeren, we developed a local marketing strategy centered on the customer experience and the local community. We opted for a combination of premium brand loyalty campaigns and a MyClubStars sticker album in partnership with Sporting Lokeren. Its success subsequently led to a second sticker album in partnership with the local hockey club.

Through both campaigns, we actively engaged clubs, members, and their families. We managed the entire process: from concept development and photography to collaborating with the clubs and ensuring compliance with privacy laws. This allowed the supermarket to focus entirely on its customers, while we handled the organization and execution.

The MyClubStars sticker albums sparked a lot of conversation within the local community and strengthened the connection between the supermarket and its neighborhood. According to the business owners, this led to about a 10% increase in sales, and many of these customers continued to return.

Our Approach

At Touch Local Loyalty, we believe that local marketing starts with the community. That’s why we’re always looking for partnerships that fit the supermarket’s neighborhood. In Lokeren, we deliberately chose organizations with a strong local following. We guide the entire process, from the initial meeting to the implementation of the MyClubStars campaign.

In doing so, we provide support in areas such as photography, project management, communications, and all practical organizational tasks. By taking as much of the burden off supermarkets as possible, the time investment remains limited while the local impact is significant. The success of Delhaize Lokeren did not go unnoticed. The results and approach of the MyClubStars campaign were featured extensively in the Belgian food retail magazine Gondolaas an inspiring example of how local marketing leads to greater engagement, increased visibility, and a stronger position in the region.

The basis of this campaign

Concept used

Behind every successful campaign is a strong foundation. Discover which concept—or combination of concepts—was used to make this case a success.

Connect through local organizations

MyClubStars

With MyClubStars, you literally put members of local sports clubs in the spotlight. From soccer and field hockey to volleyball, handball, and gymnastics: every participating athlete receives a personalized sticker album with their own photo on the cover. They then collect sticker packs to complete their album with teammates, players from other teams, coaches, and club volunteers. This creates a concept that generates enthusiasm, drives additional store visits, and fosters a strong connection between your supermarket and local sports clubs.

Find out what local marketing can do for your supermarket.

Every supermarket is different. That’s why we’d like to work with you to assess your situation and challenges. During our meeting, we’ll use real-world success stories to demonstrate how our local marketing approach works. You’ll discover opportunities to raise your supermarket’s profile even further in the local community and increase customer loyalty.