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Company profile

As a small child, Jan Linders and his father traveled through Gennep on a horse and cart to peddle milk. In 1963 Jan started the first proper supermarket in the region, also in Gennep. Today Jan Linders is a supermarket chain with more than 60 stores, from Arnhem to Maastricht.

Being the best in the fresh produce category, and with the best bread in the region, Jan Linders promises customers products of the highest quality. In addition to top-tier brands, it also offers its own branded products, providing value as well as quality.

As a family business, Jan Linders is part of the local community, offering best-in-class customer support and making customers smile every time they visit.

In January 2019 Jan Linders launched its loyalty program, Liefhebbers. Through the Liefhebbers program, Jan Linders pushed its customer focus to the next level – customers are not only rewarded for their loyalty but also receive tailored information and special offers based on their shopping basket.

Key facts

  • Roll-out in 60 stores
  • More than 300,000 active Liefhebbers members
  • Live in eight months

Project goals

Having 60+ stores in the southern region of the Netherlands, Jan Linders is known for its personal touch and strong relationship with its customers.

Changing times mean changing customer needs. In an increasingly digital world, it made sense for Jan Linders to offer customers an effortless digital experience as well.

The main goals for the Liefhebbers program were to:

  • Attract and retain customers with a loyalty program
  • Engage customers through digital channels like mobile app, web and email
  • Reward loyal customers weekly with personalized promotions
Jan Linders Liefhebbers
“We chose Elision to help us build our customer engagement and loyalty platform. For us it was important to have a partner that understands our business and was agile in their approach to the project. Together we have succeeded in our mission to deliver a highly scalable solution based on SAP CX standard components.”

- Jan Winters, IT Manager Jan Linders

Success story

The Liefhebbers program at Jan Linders is an excellent example of a true omnichannel customer experience. Customers can get a physical card to use in store or simply use the app to identify themselves at the checkout.

The point of sale (PoS) system can scan barcodes and load customer data, including promotion eligibility, straight from SAP Marketing Cloud.

To achieve this, it was important to get the existing and new applications integrated as a full solution stack, covering all business scenarios designed by the Jan Linders marketing team.

Jan Linders Supermarkt
“The Liefhebbers program at Jan Linders was one of the first retail projects in the Benelux built on SAP CX components. The SAP Marketing Cloud is used as the foundation to empower marketeers to engage with their customers in a personalized and relevant way. We proved that using SAP Marketing Cloud and Loyalty in a non-SAP environment is not only possible, but with the use of SAP CPI, we were also able to do it within the challenging timeframe of eight months.”

- Aroen Sharma, Managing Partner Elision