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Tesco-owned Fresh & Easy Neighborhood Market is rolling out its new Friends of Fresh & Easy “thank you” card to all its stores next week following a successful trial of the program at seven stores in Bakersfield, during which membership more than doubled shortly after the card was introduced.
Fresh & Easy had originally planned to trial the card this Fall and roll out the program to all stores by the end of the year. “We wanted to create a 21st century program to thank our most loyal customers and friends,” said Tim Mason, CEO of the El Segundo, Calif.-based chain. “We’re bringing the new Friends program to all our stores next week.”
The “Friends” card builds on the international success of Tesco’s Clubcard and the “Friends of Fresh & Easy” email program. “Friends” is a digital points-based program where customers can earn one point for every dollar they spend at Fresh & Easy. “Friends” can exchange their points for cash-back rewards and will receive personalized bi-weekly emails with real-time updates on points earned and targeted bonus point coupons.
“Friends of Fresh & Easy” was introduced in December 2008 to give Fresh & Easy’s most loyal customers exclusive news and information about the company and its products as well as special coupons and offers. Unlike many supermarket and retail loyalty programs, “Friends” will not penalize customers who do not use their card with higher prices – it is not designed to be a ‘key’ to ‘unlock’ special prices. Fresh & Easy’s everyday low prices will remain the same for everyone.