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More than a year after the merger of the two grocery giants, Albertsons has adopted Safeway's "Just for U" personalized pricing platform in some of its Dallas-Fort Worth stores, according to reports.
The platform, which is currently in the region's Safeway-owned Tom Thumb stores, delivers customers personalized offers based on their shopping history, including unique sales prices. Safeway initially launched the program to its loyalty cardholders in 2012.
While the Just for U rollout to Albertsons is said to be contained to the Dallas-Fort Worth area for now, observers believe the program will be expanded to other regions if deemed successful.
Unlike Safeway, whose program is linked to customers' club card, Albertsons' Just for U platform requires only a shopper's phone number at check-out, as the grocer has long done away with its loyalty program. Each grocer uses its own distinct app for the platform.
The digital coupon integration is one of several efforts to bring Albertsons and Safeway together under one roof. Albertsons recently announced plans to unite both companies' store brands under its "Signature" line, bringing an end to Safeway-branded products as well as Albertsons' "Everyday Essentials" portfolio.