Privacy Policy

Last modified on May 11, 2023.

Delhaize Luxembourg and Delhaize Le Lion/ De Leeuw SA ('Delhaize') take the protection of your privacy and your rights regarding personal data very seriously.

This privacy statement aims to inform you about how Delhaize collects, processes, and uses your personal data in general, when you use the website www.delhaize.lu ('Website') or when you use the SuperPlus card. The processing of personal data is carried out in accordance with the obligations of the General Data Protection Regulation (GDPR) and all applicable privacy and personal data protection regulations.

You can read this statement in different ways. If you want a complete explanation of how Delhaize processes your personal data, start with Chapter 1. If you want to better understand how Delhaize organizes certain data processing activities, go to Chapter 10. You will find detailed information on each type of data processing there.

We could summarize this privacy statement in 6 points

  • Delhaize mainly processes your identification and/or contact data to prepare your orders and/or deliver them to a delivery address in Belgium (when you order online on delhaize.be). Delhaize also processes this data as part of our loyalty program to provide you with loyalty points and personalized promotions and communications (if you use a registered SuperPlus card and have accepted personalization), or for legitimate purposes (such as generating statistics or preventing fraud).
  • If you use a SuperPlus card and give your consent, your purchase data will be analyzed to offer you the promotions most relevant to you.
  • You can, of course, shop anonymously in our stores. You are not obliged to use the SuperPlus card, but note that certain offers or benefits are only available to SuperPlus cardholders, and personalized offers are only presented to those who have consented to personalization.
  • Your identification and contact data are NOT shared with third parties for commercial purposes. If you agree to receive partner offers, these will be sent via our intermediary.
  • Your personal data is generally stored within the European Union. When working with third parties outside the EU, we provide necessary safeguards to ensure your data is adequately protected and that you can exercise your rights.
  • You can exercise your rights online via your digital account. You can access your data, correct it, subscribe or unsubscribe from personalized offers and commercial electronic communications. You can also contact our customer service to exercise your rights.

If you have questions regarding this Privacy Statement or your personal data, you can contact customer service at serviceclients@delhaize.be or the data protection team at dataprotection@delhaize.be.

1. Data Controller

The data controllers of personal data are Delhaize Luxembourg SA, located at 19, Route de Bastogne, L-9638 Pommerloch, and Delhaize Le Lion/ De Leeuw SA, located at Brusselsesteenweg 347, 1730 Asse (hereafter 'Delhaize' or 'we'). Regarding SuperPlus card data, SA Points Plus Punten, a subsidiary of Delhaize at the same address, is also responsible for data processing.

You can contact the data protection team via dataprotection@delhaize.be. For questions regarding your rights, we ask that you contact our customer service via serviceclients@delhaize.be. More information on how to exercise your rights can be found in Chapter 7.

2. Processing of your personal data

The term 'personal data' here refers to any information concerning an identified or identifiable natural person (the 'data subject').

3. What personal data does Delhaize collect and how is it processed?

At Delhaize, we ensure that your personal data is processed in accordance with applicable law, appropriately, and limited to what is necessary for the intended purpose.

The data we collect and process about you may include:

- Identification data: such as your name, first name, date of birth,…

- Contact data: postal address, email address, phone number, your username when contacting us via social media,…

- Customer data: such as your SuperPlus card number, your loyalty points

- Transactional data from in-store or Belgian website purchases, and, if applicable, your payment data when online payment on the Belgian site is made.

- Data on your shopping behavior in-store and online on the Belgian site: such as your customer profile or segment resulting from an analysis of your purchases (e.g., wine lovers,…), your use of promotions and SuperPlus card benefits, your usual Delhaize store,…

- Online behavior data: cookies, email openings, contest participation, online purchases on the Belgian site, use of the application and Website, use of your digital account,…

- Data regarding your preferences and interests: such as your choice of loyalty program package, or any interest in products or product ranges you have communicated to Delhaize

- Your subscriptions and unsubscriptions to our commercial communications: if you have a digital account, these preferences appear on your profile page (see 'communication preferences' tab)

- Data regarding complaints, questions, remarks

We do not collect or process special categories of data, unless we receive your explicit consent or are legally required. For example, we may retain and use data concerning allergies when you provide such data in a customer service inquiry. More information is available in Chapter 10.6.

4. Why do we process your data?

Delhaize collects and uses your data for specific, explicit, legitimate purposes and will not use it for incompatible subsequent purposes.

Chapter 10 provides detailed information on how your data is used and the legal bases that allow us to process your data. These bases are:

  • Legitimate interest: In certain situations, data processing is necessary for the legitimate interests pursued by Delhaize. We ensure your rights and freedoms do not override Delhaize’s interests.
  • Contractual necessity: Your personal data is processed by Delhaize to fulfill a contract you have with Delhaize or to take pre-contractual measures at your request.
  • Consent: Delhaize will ask for your consent to use your personal data for specific purposes (e.g., to send commercial electronic communications).

You can withdraw your consent at any time when processing is based on consent.

When processing is based on legitimate interest, you can object at any time if your interest overrides ours.

For commercial purposes, you can object at any time, including profiling. Some benefits of the SuperPlus program may then be unavailable. More information on your rights is in Chapter 7.

5. Who do we share your data with?

Within Delhaize:
If necessary for the purposes of processing, we may share your personal data with other Delhaize entities: Delhaize Luxembourg, Delhaize Le Lion/ De Leeuw SA, subsidiaries, and franchisees (Belgian and/or Luxembourgish). These entities will use your data for the same purposes described in this Privacy Statement.

Outside Delhaize:
We may use service providers for certain services or for sending product and service information. They have access only to necessary data and are bound by confidentiality.

This includes:

  • Postal and transport services for delivering orders from delhaize.be in Belgium
  • Service providers preparing your orders (on delhaize.be)
  • Marketing agencies assisting with campaigns, actions, or social media pages
  • Analysts (including academic collaborators) helping analyze purchase behavior and customer preferences
  • Agencies helping answer customer questions (e.g., via social media)
  • Database managers
  • IT and application providers operating in our stores
  • External consultants
  • Printing services
  • Subcontractors sending operational or commercial information on behalf of Delhaize
  • Web analytics tools like Google or Omniture. See our cookie policy for details
  • Companies conducting surveys. See Chapter 10.4 for details

With your consent, we share data with:

  • Third parties for which you have explicitly consented to share your personal data (e.g., co-organizer in a contest). Consent for partner communications is always via Delhaize without transferring your contact data.
  • Social media platforms, media platforms, or partners sending information or offers based on 'custom audience' services. We always request consent for these communications. Pseudonymized data is sent; no contact data is shared.

We do NOT share your identification and contact data with other partners (within Ahold Delhaize or third parties) for their own commercial purposes. Such communication can only occur via Delhaize communications you subscribed to.

Mandatory transfers
Sometimes we must transfer personal data due to law, regulation, or legal procedure, e.g., authorities or police actions. Transfers may also occur to prevent physical or financial harm, or investigate fraud or illegal activities.

Other transfers
We may transfer data in case of sale or transfer of our business or assets, ensuring the recipient uses data according to this Privacy Statement.

6. International data transfers

Some data may be transferred to servers outside your country of residence or to third parties processing data abroad on our behalf. By providing your personal data to Delhaize, particularly via websites, you consent to international transfers. Transfers outside the European Economic Area (EEA) use appropriate safeguards, typically EU standard contractual clauses.

More details are in Chapter 10.

7. Your rights

Delhaize aims for transparency about how we process data and your rights. We will respond without undue delay, usually within one month of receiving a complete request. Complex requests may extend by 2 months.

7.1. Right of access

You have a right to access your data and receive information on purposes, data categories, recipients, storage periods, rights of correction/deletion, objection, complaints, source of data, automated decisions/profiling, and safeguards for international transfers. See Chapters 7 and 10.

To exercise access, you can:

  • Log in to your digital account on delhaize.be or the Delhaize app to view data online
  • Contact customer service at serviceclients@delhaize.be or via online form (/fr-be/onlineForm) or phone +32 800 95 713. Verification may be requested to prevent unauthorized access.

How can I prove my identity?
Provide a copy of your driving license or passport, or the back of your ID card. Hide the ID number and photo, and indicate the copy is for Delhaize only. Delhaize will destroy copies after use.

7.2. Right to rectification, restriction, and deletion

SuperPlus card conditions require accurate data. You can correct your data anytime.

To exercise this right, you can:

  • Log in to your digital account to correct data and communication preferences
  • Contact customer service via serviceclients@delhaize.be, online form, or phone +32 800 95 713 for verification

You may request restriction to stop processing without deletion, in cases provided by law.

You may request deletion when:

  • Data is no longer necessary
  • Consent withdrawn without other legal basis
  • Opposition with no overriding legitimate reason
  • Data processed unlawfully
  • Deletion required by law

Use customer service to exercise this right. Verification may be requested.

How can I prove my identity?
Provide a copy of your driving license or passport, or back of your ID card. Hide ID number/photo, indicate it is for Delhaize only. Copies are destroyed after use.

7.3. Right to data portability

You can receive your personal data in a structured, commonly used, machine-readable format and transmit it when:

  • Processing is based on consent
  • Processing is automated

Exercise this right via customer service, online form, or phone +32 800 95 713. Verification may be requested.

How can I prove my identity?
Provide a copy of driving license, passport, or back of ID card. Hide ID number/photo, indicate for Delhaize only. Copies destroyed after use.

7.4. Right to withdraw consent for commercial use (including profiling)

Data protection and e-privacy rules require prior consent before sending commercial communications (emails, SMS, etc.).

You can withdraw consent for commercial use at any time, free of charge.

How to unsubscribe from commercial electronic communications?

  • Click the unsubscribe link at the bottom of each communication. If you have a digital account, you will be redirected to modify preferences in your 'profile'.
  • Log in to your digital account on delhaize.be or the app to adjust communication preferences on your personal profile page.
  • Contact customer service via serviceclients@delhaize.be, online form, or phone +32 800 95 713. Verification may be requested.

Comment se désinscrire de nos communications postales (papier) ?

Pour vous désinscrire de nos communications papier adressées :

  • Connectez-vous à votre compte digital sur delhaize.be ou sur l'application Delhaize et adaptez cette préférence dans votre profil personnel.
  • Contactez notre service clientèle via le formulaire en ligne ou par téléphone au +32 800 95 713. Une vérification d'identité pourra être demandée si nécessaire.

Vous pourriez recevoir encore quelques communications pendant 6 à 9 semaines après désinscription, car elles ont été imprimées ou planifiées avant votre demande.

Comment refuser toute personnalisation / profilage à des fins commerciales ?

Le profilage commercial pour l’envoi d’offres personnalisées est basé sur votre consentement. Vous pouvez l’ajouter ou le retirer :

  • En vous connectant à votre compte digital et en décochant la case « personnalisation » dans l’onglet « préférences de communication ».
  • En contactant le service clientèle via le formulaire en ligne, avec vérification d'identité si nécessaire.

Si vous refusez le profilage, Delhaize n’analysera plus votre comportement pour les offres personnalisées, mais vous pourriez encore recevoir des communications générales.

Le profilage basé sur l’intérêt légitime (recommandations produits ou adaptation du site) peut également être refusé en contactant notre service clientèle.

Comment ne plus recevoir d’enquêtes ?

Désinscrivez-vous via le lien présent dans le bas des communications d’enquêtes. Ces communications ne sont pas incluses dans vos préférences générales.

Comment prouver mon identité ?

Envoyez une copie de votre permis de conduire, passeport ou verso de votre carte d’identité. Cachez le numéro et la photo pour la sécurité et précisez que la copie est destinée exclusivement à Delhaize. Les copies seront détruites après utilisation.

Droit d’opposition et réclamation

  • Vous pouvez vous opposer à l’utilisation de vos données, y compris le profilage pour intérêt légitime, en contactant le service clientèle via serviceclients@delhaize.be, le formulaire en ligne ou le +32 800 95 713.
  • Vous avez le droit d’introduire une réclamation auprès de l’autorité de contrôle, au Luxembourg : CNPD.

8. Conservation des données personnelles

Nous conservons vos données uniquement le temps nécessaire à leur finalité :

  • Les données d’identification de votre compte SuperPlus : jusqu’à 27 mois après votre dernière activité.
  • Détails d’achats : maximum 27 mois, puis anonymisés.
  • Inscriptions à nos communications commerciales : suivi des inscriptions/désinscriptions.
  • Demandes concernant vos données personnelles : conservées 5 ans.

9. Sécurisation de vos données

Vos données sont protégées par des mesures techniques et organisationnelles :

  • Techniques : contrôle d’accès, chiffrement, anti-virus, logs, backups.
  • Organisationnelles : contrôle d’accès physique, politiques de sécurité, service dédié, clauses de confidentialité, équipes spécialisées en incidents.

10. Traitement de vos données

Delhaize traite vos données dans différentes situations : carte SuperPlus, concours, achats en ligne, enquêtes, apps mobiles. Les informations sur le type de données, la base légale, la finalité et la durée sont précisées ci-dessous :

10.1 Marketing et programme de fidélité : carte SuperPlus

Delhaize collecte :

  • Données d’identification : titre, nom, prénom, date de naissance (optionnel).
  • Données de contact : adresse postale, e-mail, téléphone.
  • Données client : numéro de carte SuperPlus, points, package d’avantages choisi, liens avec autres comptes du ménage.
  • Préférences de communication et consentements pour offres personnalisées.
  • Données socio-démographiques et comportements d’achat.
  • Données en ligne : cookies, ouverture d’e-mails, utilisation du site et app.
  • Données transactionnelles détaillant vos achats.
  • Données reçues de tiers, preuves et logs d’accès aux données.

Finalités et bases légales :

  • Exécution du contrat : gestion de compte, points de fidélité, avantages, préférences de communication.
  • Intérêt légitime : segmentation clients, qualité des données, satisfaction client, analyses statistiques, recommandations produits, envoi du folder Only for You, communication avec les clients, lutte contre la fraude.
  • Consentement : envoi de communications commerciales électroniques, offres personnalisées, test de produits, publication de photos, cookies non essentiels, partage de données pour marketing direct.

Profilage : basé sur votre consentement pour offres personnalisées ou sur l’intérêt légitime pour recommandations et adaptation du site. Refus possible via les instructions du chapitre 7.4.

Compte de fidélité SuperPlus : vous pouvez consulter et modifier vos données dans votre profil digital, y compris :

  • Données d’identification et de contact.
  • Préférences de communication et consentements pour profilage.
  • Tickets d’achat (3 derniers mois), crédits SuperPlus, liens avec d’autres comptes du ménage.

Préférences de communication : possibilité de recevoir des communications électroniques, de tiers ou via réseaux sociaux (custom audience), ou des communications papier selon le package choisi. Les options peuvent être modifiées dans votre profil digital ou via le service clientèle.

Durée de conservation :

  • Données d’identification : jusqu’à 27 mois après dernière activité.
  • Détails d’achats : maximum 27 mois puis anonymisés.
  • Communications commerciales : suivi des inscriptions/désinscriptions.
  • Demandes sur vos données personnelles : 5 ans.

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