Colruyt Group continues on the digital road by expanding Xtra app

Colruyt Group takes another step in the digital evolution of Xtra, with the expansion of the Xtra app's services. From now on, app users can receive a monthly overview of their purchases in Colruyt Group's stores and web shops with the 'My purchases’ service. The Xtra logo is also renewed to reinforce the digital evolution. There are 4.5 million Xtra users today and 250,000 of them are actively using the app.

'My purchases': the next step in more online user-friendliness


'My purchases’ is a new Xtra app service with which Colruyt Group wants to make things easier for its customers. Xtra app users can find an overview of their shopping list in one place and consult their monthly purchases in the different stores and web shops of the group. Customers can immediately see the details of their purchases per product group: fruit and vegetables, frozen products, toys and multimedia, or fuel.


"With Xtra, we want to make it easier for our customers to save time, and to shop in our stores or refuel at DATS 24 comfortably”, says Marc Hofman, COO Retail of Colruyt Group. "At the same time, daily life is happening more and more online. That is why we invest in digital services in the Xtra app. Indeed, we are counting on more and more customers switching to the Xtra app. We are convinced that it will allow us to respond even better to our customers' changing needs."


More functionalities will be added to the Xtra app step by step, such as a smart shopping list and a customised product offer based on food preferences. The app will also collect a customer’s guarantee cards. Since early this year, the Xtra app allows you to refuel at DATS 24 without having to use a card and you can even install your Xtra QR-code on your smartwatch. Of course, our customers benefit from the same discounts they have with their card in the Colruyt Group stores and web shops.


More dynamic logo: XTRA is growing as a brand


The Xtra logo also gets an update: it becomes three-dimensional and looks more dynamic. It symbolises the growth of Xtra as a brand. Today, 23 April 2019, we start an information campaign to bring the Xtra app under the customers' attention. From now on, they will see the new logo in the app, in the stores, in the folders and in all other places where Xtra is present.


4.5 million users in 10 stores and web shops


Colruyt Group launched Xtra two years ago as the common customer card and app for 10 stores and web shops in the group. Today, Xtra is well-established: for more than 4.5 million customers, it has become part of their daily life. "250,000 customers actively use the Xtra app today. We are convinced that this number will increase as we expand our mobile services", Marc Hofman explains.

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Boilerplate Colruyt Group

Colruyt Group operates in the food and non-food distribution sector in Belgium, France and Luxembourg with approximately 570 own stores and 580 affiliated stores. In Belgium this includes Colruyt, OKay, Bio-Planet, Cru, Dreamland, Dreambaby and the affiliated stores Spar and Spar Compact. In France, in addition to Colruyt stores, there are also affiliated Coccinelle, Coccimarket and Panier Sympa stores. The group is also actively involved in the foodservice business (supply of food products to hospitals, company canteens and catering businesses) in Belgium (Solucious). The other activities comprise the sale of fuel in Belgium (DATS 24), printing and document management solutions (Symeta) and the production of green energy (Eoly). The group employs over 29.900 employees and recorded a EUR 9,4 billion revenue in 2018/19. Colruyt is listed on NYSE Euronext Brussels (COLR) under ISIN code BE0974256852.

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