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With the changing customer behavior, brands must think beyond the traditional loyalty model and take a more holistic approach. Letu2019s see which tactics worked for top grocery brands.
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LOYALTY PROGRAMS FOR GROCERY BRANDS Groceries are a necessity for people. No matter how much market scenarios change, the demand for groceries is always high. 83% of customers visit 4 to 9 grocery stores yearly, but only 1% are loyal to a single store. Still, research has shown that 58% of customers are willing to pay a premium for a grocery loyalty program. This indicates that customers are willing to stay loyal to brands that deliver more value. Instead of cashbacks or discounts, for grocery brands, complementary delivery & freebies work well to attract customers. Therefore, grocery stores must start revamping/enhancing their loyalty programs. Let’s see which tactics worked for top grocery brands. Top Grocery loyalty programs in 2022
1. Kroger Plus and Boost Loyal Kroger shoppers will agree that the brand offers impressive benefits with its Kroger Plus loyalty program. Members can redeem reward points for gamer-favorite rewards such as gaming gift cards, Nintendo eShop codes, and downloadable content. Members can also redeem the points for grocery Savings, Google Play gift cards, Apple iTunes gift cards, or experiences. Kroger Boost, a paid version of Kroger Plus, offers members double fuel points and free delivery. Furthermore, Kroger’s loyalty program also allows members to support local charities by donating points. Benefits of the program ■ Access to the store’s much-anticipated “mega-events.” ■ Personalized digital coupons based on previously purchased items. ■ Gamer-favorite rewards from brands like Apple, Playstation, X-Box, etc. ■ Fuel points to get discounts at a discount at Kroger gas stations. Key takeaways
■ Kroger generates emotional loyalty by allowing customers to give back to society. ■ The brand has created a customer-centric and gamified loyalty program by including multiple rewards for different customer segments. 2. Albertsons for U The Albertsons for U program introduces members to personalized deals and rewards. The loyalty program is a revamped version of Albertson’s previous ‘Just For U ‘program. Through its mobile app and website, Albertsons create a data-first approach to collect valuable first-party data. Benefits of the program ■ Customized meal plans to reduce food waste. ■ Personalized offers and recommendations based on previous shopping habits. ■ Members can enjoy pet perks, allowing them special discounts on pet medicines and products. Key takeaway ■ By focusing on personalization, Albertsons created hyper-targeted deals and campaigns for members. 3. ShopRite Price Plus Club ShopRite’s free Price Plus Club helps customers make the most of their grocery shopping trips. Offering a seamless omnichannel experience, ShopRite allows members to shop efficiently via its website, in-store, and through the app. The brand also supports social causes by donating free education equipment to local schools through its Shoprite for Education program.
Benefits of the program ■ Every time members shop, points for free equipment and school supplies are added to the supported school. ■ Personalized mailings and checkout coupons based on previous purchases ■ Members are automatically notified of a product recall on purchasing affected items. Key takeaways ■ ShopRite focused on providing a seamless omnichannel experience with its program. ■ By donating to education with each purchase, ShopRite encourages customers to shop more frequently. 4. PC Optimum President’s Choice is a Canadian grocery store owned by Canada’s largest food retailer. PC Optimum has partnered with multiple pharmacies and fuel stations to offer better rewards to customers. Furthermore, the brand offers a digital loyalty card that allows members up to 10% back in points. Benefits of the program ■ PC Mastercard holders get 10% back in points every year. ■ The program tailors rewards to match the food and products members buy most. ■ Members can take part in unique weekly reward campaigns. ■ Members can earn points for shopping at Shoppers Drug Mart, Pharmaprix, and 2,000+ Esso and Mobil fuel stations.
Key takeaways ■ PC Optimum gamified its loyalty program by launching weekly reward campaigns. ■ PC Optimum is encouraging frequent purchases through innovative loyalty partnerships. 5. Wegmans Shoppers Club Wegmans is an American supermarket chain with 101 stores in the Mid-Atlantic. The omnichannel loyalty program allows customers to create a shopping list online (and organize it by aisle to make it easier to navigate in-store) or simply have the products delivered to their doorstep. In addition, the brand regularly tracks customer shopping habits to run more targeted loyalty campaigns. Benefits of the program ■ Product recommendations based on most-liked items. ■ Members receive up-to-the-minute info on product recalls. ■ Member-only email campaigns with meal ideas, product recommendations, and special offers. ■ Members receive notifications about prescription refills on recurring medicine orders. Key takeaway ■ Wegmans used customer data to divide customers into multiple segments and create personalized recommendations and email campaigns.
5 Trends to incorporate into your grocery loyalty program ■ Hyper-personalization 90% of customers agree that they are more likely to do business with grocery stores offering personalized experiences. Brands like Tesco and Target attract higher footfall by hyper-personalizing their loyalty programs. From sending out personalized recommendations via emails to designing personalized coupons, these brands can offer the right incentives to the right audience. ■ Gamify customer experiences Gamification has become a crucial driver of customer loyalty. 81% of grocery shoppers enjoy participating in challenges to receive rewards. To gamify loyalty programs, brands can offer rewards for completing challenges or daily tasks, participating in giveaways, winning contests, or achieving milestones. For example, sprouts regularly hold giveaways for loyalty program members where customers can win free groceries for a year.
■ Go beyond cashbacks Today, value has overshadowed monetary rewards for customers. 44% of customers consider transactional rewards to be irrelevant. Offering different rewards like gift cards, free shipping, fuel points, or same-day delivery is more beneficial in generating loyalty. Walmart offers gift cards from third-party stores, including Apple, Google, Starbucks, Playstation, etc., to loyal members. ■ Offer more value with loyalty partnerships Loyalty partnerships allow grocery stores to increase their variety of rewards and incentivize customers to stay active across multiple brands. 75% of customers find loyalty partnerships appealing and a way to connect with other brands. For example, the Winn-Dixie reward program allows members to redeem points at any Shell gas station for discounts. ■ Omnichannel Experience With grocery brands increasing their digital presence, customers expect seamless transitions between offline and online channels. 91% of customers consider omnichannel experiences critical in their buying journey. To ensure a smooth omnichannel experience, the loyalty program should be available and provide the same look, feel, information, and capabilities across every sales channel. Conclusion With the changing customer behavior, brands must think beyond the traditional loyalty model and take a more holistic approach. Today, customers crave personalized experiences and emotional connections more than transactional rewards. This can only be offered by leveraging deep data analytics, secure customer loyalty software, and strategic consultation.
