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SpartanNash's yes Rewards load-to-card (L2C) loyalty program, which debuted in October 2013, has hit 2 million digital offers “clipped,” with a redemption rate of nearly 15 percent.
The food distributor partnered with Inmar, which operates intelligent commerce networks, to add digital coupons to the program at its Family Fare Supermarkets, Glen’s Markets, D&W Fresh Markets and VG’s locations.Operating 165 corporate stores in nine states, Grand Rapids, Mich.-based SpartanNash first introduced the loyalty program in 2010 to offer customers access to in-store promotions, savings clubs and pharmacy benefits. The company's other banners, which aren't participating in the program, include Family Fresh, No Frills, Bag ‘n Save, Sun Mart and Econofoods.
Nearly three-quarters of yes Reward customers in participating stores have migrated to the digital platform, which averages 200 digital coupons at any given time. The coupons include national, trade and private label offers. The program is advertised through in-store promotions and multimedia shopper outreach that includes both print and digital communications.
The distributor had four clearly defined goals in introducing the digital element to its rewards program:
- Provide shoppers with simplified, convenient savings.
- Enable future opportunities for personalized offers that fit individual shopping patterns.
- Expand program to new customers while transitioning current program members.
- Add relevancy to the program for the customer.
Prior to the digital launch, store employees received training that included talking points in how to engage customers while introducing the program. During the program’s launch, each store featured staffed tables to explain the program and hand out brochures, as well as extensive signage throughout the store, shelf talkers, and information via POS screens at the checkout. The program also was featured prominently in the stores' circular.
Continuing customer education about the program includes e-mail distribution of coupons, digital sweepstakes, in-store shelf talkers, and promotions in the circular. Winston-Salem, N.C.-based Inmar will continue to monitor the program through advanced analytics to measure and understand shopper response, as well as improve personalization of offers for each shopper.
SpartanNash also offers a digital coupon program for its independent stores through a partnership with Inmar and Royal Oak, Mich.-based marketing analytics company Reach/Influence.