Personalization Through Loyalty Programs‍

Salling Group’s strategy for expanding its customer base revolves around its loyalty programs, delivered primarily through mobile apps. These apps provide personalized shopping experiences tailored to individual needs and preferences.

“Personalized shopping experiences usually start in our loyalty app,” says Andras. “Using transactional and behavioral data, we create offers and services exclusive to our members. For instance, our Føtex baby club helps new parents by providing tailored offers on diapers, baby food, and toys, along with useful advice.”

This data-driven approach enables Salling Group to segment its audience and deliver marketing messages that resonate, increasing both engagement and loyalty.

Digitizing and Modernizing Promotions‍

While digital channels play an increasingly critical role, traditional media such as TV and printed leaflets remain vital for Salling Group. According to Andras, “Leaflets are still one of the most inspirational channels, offering shoppers a curated browsing experience that digital formats must emulate.”

To bridge the gap, Salling Group focuses on freeing promotional offers from traditional formats and adapting them to digital platforms. Their apps group offers based on shopper habits, while digital channels like Facebook and Instagram showcase themes such as wine festivals or seasonal celebrations.

“By personalizing promotions—like highlighting Italian wines paired with parmesan cheese and pasta—we’re making offers more relevant and engaging for individual shoppers,” Andras explains. This approach blends inspiration with personalization, ensuring campaigns resonate across all channels.

Balancing Digital and Physical Retail

Although digital transformation is a priority, Andras believes physical stores will remain integral to retail. “Shoppers will always want to touch and feel products,” he says. “Post-pandemic, we’ve seen renewed interest in personal interactions, like visiting a bakery or butcher.”

At the same time, Andras envisions a future where promotional communication becomes fully digitized. “My vision is to transition from mass communication to personalized, contextualized promotions delivered directly to shoppers through apps,” he notes. “We’re preparing for a future where leaflets and TV might phase out, but we’ll be ready with innovative digital solutions.”

Conclusion

Salling Group’s journey demonstrates the potential of combining personalization with digital innovation to enhance shopper experiences. By integrating loyalty programs, digitizing promotional offers, and balancing digital and physical retail, the company is redefining omnichannel retail in Denmark. As Andras puts it, “The future of retail is not just about selling; it’s about creating meaningful, personalized connections with every shopper.”