GDPR, languages, Belgian consumer habits. Everything a retailer in Belgium needs to know to launch their digital loyalty programme.

Belgium, a unique market

Belgium is a multilingual country (French, Dutch, German) with a strong culture of local commerce. Belgians are attached to their baker, their hairdresser, their corner café.

It's the ideal market for a loyalty programme.

GDPR: the rules to follow

In Belgium (and across the EU), GDPR governs the collection of customer data. Here's what to keep in mind:

Consent: the customer must agree to join your programme

Minimal data: only collect what's necessary (name, possibly email)

Right to be forgotten: the customer can request the deletion of their data

No spam: push notifications must bring value

Good news: Goodly handles all of this automatically. Consent is built into the sign-up process, and the customer can unsubscribe at any time.

Multilingualism, an advantage

Your loyalty programme should speak your customers' language. In Brussels, that's often French. In Flanders, Dutch. In the Eastern Cantons, German.

Goodly supports all 4 languages from the start (FR, NL, DE, EN), plus 25 others for tourist-facing businesses.

Belgian consumer habits

Almost everyone in Belgium owns a smartphone

A large share use Apple Pay or Google Pay

The café is one of the most visited businesses, often several times a week

The bakery comes in second place

Belgians are loyal but price-conscious

A well-designed loyalty programme taps into this natural loyalty by rewarding it.

How many stamps before the reward?

Our recommendation for the Belgian market:

BusinessStampsReward Café8-10Free coffee Bakery10-12Bread or pastry Restaurant6-8Dessert or 15% off Barbershop5-6Haircut at -50%

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Goodly is based in Belgium, GDPR-compliant and multilingual. Create your programme in 5 minutes.

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Creating a loyalty programme in Belgium: what you need to know