in Grocery Retailing Frequent-Shopper Loyalty WEEKLY SPECIALS VIA THE IN-STORE MVP KIOSK LOAD-TO-CARD AVAILABLE ONLINE & VIA MOBILE APP COUPONS DIGITAL AVAILABLE ONLINE AND VIA MOBILE APP THIRD-PARTY APPS SYNC IBOTTA AND SAVINGSTAR ALLOW MEMBERS TO EARN CASH REWARDS FOR PURCHASING GIFT CARDS OR DEPOSITING INTO PAYPALACCOUNTS DELHAIZE GROUP MVP CARD STORES 1,108 2014 SALES N/A STATES 10 BANNERS 2 WEEKLY SPECIALS AT CHECK-OUT LOAD-TO-CARD AVAILABLE ONLINE & VIA MOBILE APP COUPONS PRINTABLE AVAILABLE ONLINE AND VIA MOBILE APP GAS/FUEL FUEL PROGRAM OFFERS POINTS TOWARD SAVINGS ON KROGER FUEL PURCHASE AND AT PARTICIPATING SHELL STATIONS STORES 2,625 2014 SALES $108,500,000,000 STATES 34 BANNERS 12 WEEKLY SPECIALS AT CHECK-OUT LOAD-TO-CARD / DIGITAL COUPONS AVAILABLE ONLINE & VIA EMAIL OR THE CHAIN’S JUST FOR U PROGRAM AND MOBILE APP GAS/FUEL GAS REWARDS POINTS EARNED THROUGH GROCERY, GIFT CARD AND PHARMACY PURCHASES. REDEEMABLE FOR FUEL DISCOUNTS AT SAFEWAY FUEL STATIONS AND PARTICIPATING EXXON | MOBIL STATIONS. STORES 1,331 2014 SALES $36,300,000,000 STATES 34 BANNERS 6 KROGER PLUS CARD SAFEWAY CLUB CARD of shoppers who reported using more coupons said they did so because they were able to load offers onto their store loyalty cards. + 40% 81% 62% of shoppers participate in at least one grocery store loyalty program. + of grocery shoppers consider the availability of a store loyalty card program an important or very important factor in determining where they shop. ++ + “Shopper Loyalty Programs” Progressive Grocer, February 2015 ++ Inmar “Shopper Behavior Study” Inmar “Shopper Behavior Study” +++ LoyaltyOne, March 2015 of shoppers said they’d prefer discounts on groceries, travel or other rewards to fuel. +++ 76% Frequent shopper programs have long been ubiquitous in grocery stores; however, U.S. retailers in this $638 billion industry still seem unsure about whether their programs lead to higher loyalty or to higher profits. Here we look at three programs from the top U.S. traditional supermarkets.
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in Grocery RetailingFrequent-Shopper Loyalty
WEEKLY SPECIALS VIA THE IN-STORE MVP KIOSK
LOAD-TO-CARD AVAILABLE ONLINE & VIA MOBILE APP
COUPONS DIGITAL AVAILABLE ONLINE AND VIA MOBILE APP
THIRD-PARTY APPS SYNC IBOTTA AND SAVINGSTAR ALLOW MEMBERS TO EARN CASH REWARDS FOR PURCHASING GIFT CARDS OR DEPOSITING INTO PAYPAL ACCOUNTS
DELHAIZE GROUP MVP CARD
STORES 1,1082014 SALES N/ASTATES 10BANNERS 2
WEEKLY SPECIALS AT CHECK-OUT
LOAD-TO-CARD AVAILABLE ONLINE & VIA MOBILE APP
COUPONS PRINTABLE AVAILABLE ONLINE AND VIA MOBILE APP
GAS/FUEL FUEL PROGRAM OFFERS POINTS TOWARD SAVINGS ON KROGER FUEL PURCHASE AND AT PARTICIPATING SHELL STATIONS
STORES 2,6252014 SALES $108,500,000,000STATES 34BANNERS 12
WEEKLY SPECIALS AT CHECK-OUT
LOAD-TO-CARD / DIGITAL COUPONS AVAILABLE ONLINE & VIA EMAIL OR THE CHAIN’S JUST FOR U PROGRAM AND MOBILE APP
GAS/FUEL GAS REWARDS POINTS EARNED THROUGH GROCERY, GIFT CARD AND PHARMACY PURCHASES. REDEEMABLE FOR FUEL DISCOUNTS AT SAFEWAY FUEL STATIONS AND PARTICIPATING EXXON | MOBIL STATIONS.
STORES 1,3312014 SALES $36,300,000,000STATES 34BANNERS 6
KROGER PLUS CARD SAFEWAY CLUB CARD
of shoppers who reported using more coupons said they did so because they were able to load offers onto their store loyalty cards.+40%
81% 62%
of shoppers participate in at least one grocerystore loyalty program.+
of grocery shoppers consider the availability of astore loyalty card program an important or veryimportant factor in determining where they shop.++
+ “Shopper Loyalty Programs” Progressive Grocer, February 2015 ++ Inmar “Shopper Behavior Study” Inmar “Shopper Behavior Study” +++ LoyaltyOne, March 2015
of shoppers said they’d prefer discounts ongroceries, travel or other rewards to fuel.+++76%
Frequent shopper programs have long been ubiquitous in grocery stores; however, U.S. retailers in this $638 billion industry still seem unsureabout whether their programs lead to higher loyalty or to higher profits. Here we look at three programs from the top U.S. traditional supermarkets.
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