Ahold Delhaize Changes Loyalties

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Ahold Delhaize Changes Loyalties

By Samantha Nelson - 03/05/2018

Ahold Delhaize has given Hannaford the chain's first-ever loyalty program while updating the benefits of membership at Food Lion as the company continues to focus on leveraging data and personalization as a strategic advantage.

My Hannaford Rewards launched chainwide on Jan. 20 following an 11-store pilot. Members earn 2% of the money spent on private label products as rewards points, which can be redeemed quarterly for a discount on a future receipt. They also receive custom coupons based on their shopping history that can be clipped through hannaford.com or the new My Hannaford Rewards mobile application. Sales prices will continue to be available to all shoppers.

Hannaford is encouraging trial through March 31 by offering coupons for free SKUs from brands including PepsiCo's Sabra, Red Gold's Tuttorosso and LALA Branded Products' flagship to the first 400,000 members who sign up and download the app. Standees promote the program in stores. Additional marketing support includes display ads on websites such as marthastewart.com, circular features, a leaderboard ad on hannaford.com, email ads, and Facebook and Twitter updates.

Food Lion rolled out "Shop & Earn," an update to its existing MVP rewards program, on Feb. 1 after first testing itin the Raleigh and Greensboro, NC, markets in 2017. The new program delivers personalized offers each month, which shoppers earn through purchases. The chain kicked things off with generic deals, offering shoppers who registered and spent $30 in stores during February $10 off a future receipt and $5 for new users who spend $30 by March 31. March brought a host of category-specific deals such as a $2 reward for spending $15 on dairy products or $3 with the purchase of $20 worth of frozen foods. Offers are presented in an email blast sent on the first of the month and can be tracked through the chain's website or mobile app. The rewards are redeemable for up to a month after being earned.

The chain encouraged shoppers to sign up through TV and radio spots (see below), run-of-press ads in newspapers such as The Charlotte Post, blogger engagement, display ads on websites including MakeUseOf, Twitter updates, a Facebook cover and email ads. The retailer also pledged to donate one meal to Feeding America for every Shop & Earn offer activated during February, guaranteeing a minimum donation of  $75,000 and capping the contribution at $100,000.