19-06-2025 11:09    Vincent

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Fast charging now integrated into the SuperPlus program

Delhaize continues to expand its electric charging infrastructure in the parking lots of its stores, in collaboration with Electra, a provider of fast-charging stations. Today, the partnership enters a new phase as Delhaize announces the integration of this electric offering into its SuperPlus loyalty program.

For Aude Mayence, VP of Marketing & Digital at Delhaize, this integration reinforces the brand's sustainable image with customers: "At Delhaize, we believe sustainability should also mean comfort and benefits. By linking SuperPlus with Electra, we are rewarding our customers in an innovative way – simply while they shop."

Charging while you shop

As of now, 77 Delhaize locations are equipped with Electra stations, totaling 480 DC fast-charging points. This number is expected to exceed 580 by the end of 2025. Most charges (90%) take place during store opening hours, aligning with the average duration of a shopping visit.

According to Louis-Charles Mosseray, General Manager of Electra BeNeLux, accessibility and convenience remain essential: "This partnership with Delhaize marks another step toward simpler, faster – and now rewarding – charging. By connecting Electra to the SuperPlus program, every charging session becomes a valuable moment for our users. At the same time, we’ve just launched our Electra+ subscription, designed to provide even more comfort and savings for frequent drivers. Together, we’re making sustainable mobility more accessible than ever."

A concrete example of personalization

Starting at the end of June, users will be able to link their Electra account to their SuperPlus account via the My Delhaize app or delhaize.be. This one-time setup will allow users to automatically earn 2 SuperPlus points per kilowatt-hour charged.

For Electra app users, the Autocharge feature recognizes the vehicle automatically upon connection, without any additional identification steps. This also applies to users charging via a card provided by their employer.

By the end of 2025, this integration will also allow customers to receive personalized offers and promotions during their charging session. It is reasonable to expect that this integration and the resulting data collection will help further refine and personalize future offers.