Dive Brief:
- Albertsons announced Wednesday that it is now offering extended free trials for Uber One to all of its loyalty program members through its app and website.
- The grocer’s loyalty members will have access to Uber One perks, including free delivery on orders over a minimum subtotal, up to 10% discounts on eligible deliveries and pickups, and earn cashback on qualifying Uber rides
- This initiative builds on Albertsons’ Customers for Life strategy by underscoring value and convenience, Terry Singla, the grocer’s general vice president of customer strategy and engagement, said in a statement.
Dive Insight:
Albertsons is continuing to find ways to sweeten its loyalty offerings during a time of growth for its membership programs.
Members of Albertsons’ fee-free For U loyalty program can get a three-month extended free trial of Uber One while paid FreshPass annual members can access six months free.
In late September, Albertsons added a travel benefit to its For U loyalty program that provides members with rebates on travel-related purchases through a partnership with Expedia. The recently added For U Travel program also allows shoppers to earn cash back on airfare, hotel stays, car rentals and vacation packages that they can, in turn, use to buy groceries from Albertsons’ banners.
Albertsons is seeing significant growth in loyalty memberships, which increased 13% in Q2 and 14% in Q1. As of mid-October, when the grocery company announced its second-quarter earnings results, its loyalty membership consisted of 48.7 million members.
Uber is continuing to deepen its grocery roots through expanded partnerships with grocery partners in addition to Albertsons.
At the end of last month, Kroger expanded its relationship with Uber to bring the full assortment at a majority of its banners to the delivery platform starting in early 2026. Kroger is also enabling its shoppers to use the Kroger app to order meals from restaurants that offer delivery service via Uber Eats.
In September, Aldi became available on Uber Eats. The e-commerce company also separately announced that month the addition of several new features to its platform, such as a freshness guarantee and weekly discounts on produce, meats, eggs and dairy products.
