Colruyt is the first Belgian supermarket to introduce recorded shopping lists for all its customers

Colruyt is the first Belgian supermarket to introduce recorded shopping lists for all its customers. From today, this function is available to everyone. Customers record their products and add them to their Colruyt shopping list. Afterwards they can consult it in the MyColruyt app or at "With our customers we are convinced that speech technology can help them prepare their shopping more efficiently," says marketing manager Guy Elewaut.

83 % of the testers is enthusiastic

Early this year, Colruyt Lowest Prices was the first Belgian supermarket to test recorded shopping lists in collaboration with 200 customers for 4 weeks. They used the Google Assistant version from the Netherlands and France, awaiting the Belgian version.

83 % of the testers indicated that they wanted to use the Colruyt speech assistant in daily life. The testers also used the Colruyt speech assistant more often by means of smart speakers. They mainly tested it at home in the kitchen or living room and 40 % used it with their partner and/or children.

In co-creation with the testers, Colruyt went in search of optimisations and learnings. The test revealed that using the Colruyt speech assistant could be more intuitive. By introducing more variation in the dialogues, customers feel less like they are talking with a robot.

Nice anecdote: Colruyt organised real 'conversation design workshops’ ("role play") to perfect the dialogues with the Colruyt speech assistant.


Available to all our customers

"OK Google, talk with Colruyt!" This is how customers can record their products and quantities and add them to their Colruyt shopping list from now on. Afterwards, they can consult this recorded list in the MyColruyt app and at From today, the Belgian version of Google Assistant is available on the Nest Mini and the Nest Hub smart speakers, which support Google Assistant.


Customised product suggestions

The MyColruyt app and take it a step further and suggest products based on what the customer often buys. If someone adds 'milk', the app will suggest a bottle of Boni Selection semi-skimmed milk of 1 l if that is what this customer usually buys. Customers can easily check off their list in the order of the store's arrangement while they shop, or send it to Collect&Go, Colruyt Group's online shopping service. "It is possible to record the shopping list at any moment and in any situation," Guy Elewaut explains. "At home when something is missing from the fridge, or on the way for instance. No need to write or type the list. Simply record it."


New website

Colruyt launching the speech assistant with a new website is not a coincidence. On this new website, products and lowest prices receive a prominent place. The shopping list is also integrated with the MyColruyt app. Colruyt thus emphasizes the development and innovation of its digital channels.

From today, the Colruyt speech assistant is available to all our customers. You can find all information about installing and using it on

Google's smart speakers are already available at Dreamland. We are examining the possibility to sell them in more Colruyt Group store formats in the future.


More information?

Yana Morren
Press officer Colruyt Lowest Prices
02 363 55 45
0479 72 29 10

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About Colruyt

Colruyt is Colruyt Group's Lowest Prices supermarket. The store chain has been guaranteeing the lowest price for each product at any moment for more than 40 years now. Customers can find about 10,500 food and 7,500 non-food products, from fresh fruit and vegetables and meat to cleaning and care products. Colruyt also stands out by its simplicity, efficient shopping and efforts in the field of sustainability. The chain operates 243 stores in Belgium and the Grand Duchy of Luxembourg and employs approximately 15,000 people. Customers can also order their purchases in the Colruyt web shop and pick them up in about 200 Collect&Go collection points.

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