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Customer Case Jan Linders

Jan Linders engages customers using SAP Marketing Cloud & Loyalty


As a small child, Jan Linders and his father traveled through Gennep by horse and carriage to peddle milk. In 1963 he started the first real supermarket in the region in Gennep. Today Jan Linders is a supermarket chain with over 60 stores, from Arnhem to Maastricht.

Being the best in fresh food category and with the best bread in the region, customers are assured of fresh products of the highest quality. In addition to A brands, Jan Linders also offers their own branded products.

Jan Linders is anchored in the local community as a family business, offering best in class customer support and making customers smile each visit.

In January 2019 Jan Linders launched the loyalty program named ‘Liefhebbers’. With the Liefhebbers program, Jan Linders further embraces its customer focus: through the program customers are not only rewarded, but also receive more relevant information and offers based on their purchases.

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 is agile in their project approach. 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

Roll-out in


More than

Active 'liefhebbers' members

Live in


Project goals

Having 60+ stores in the southern region of The Netherlands , Jan Linders is known for their personal touch and relation with their customers.

Changing times result in changing customer desires, in an increasingly digital world, it made sense for Jan Linders to offer customers a relevant and effortless digital experience as well.

The main goals for the ‘Liefhebbers’ program was to:

  • Attract and retain customers with a loyalty program;
  • Engage through digital channels like mobile app, web and email.
  • Reward loyal customers weekly with personalized promotions.

Succes story

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

The Point of Sales (PoS) system can scan the 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.

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 & relevant way. We proved that using SAP Marketing Cloud & Loyalty in a non-SAP environment is not only possible, but with the use of  SAP CPI we were able to do this within challenging timelines of 8 months

Aroen Sharma

Managing Partner, Elision