Dive Brief:
- Festival Foods announced Monday a refreshed loyalty program that lets shoppers earn 2% back on qualifying in-store and online purchases alongside grocery discounts and personalized digital offers.
- Along with the new program, which is called Festival Rewards, the grocer debuted a new app and website.
- Festival Foods joins a bevy of fellow grocers that are also sprucing up their loyalty programs to attract price-conscious shoppers.
Dive Insight:
The Wisconsin family-owned grocer redeveloped its loyalty program to offer “instant, high-impact savings” for customers at checkout, according to a press release.
Festival Rewards allows members to earn 10 points for every $1 spent, with points remaining active as long as the account stays open. A birthday reward is also part of the new membership program, the announcement noted.
“We designed Festival Rewards to deliver more savings, more value, and a better overall experience. What we’re launching today is just the beginning — the program is built to grow over time, offering even more ways for our guests to save on the groceries they buy every week,” Chief Operating Officer Adam Whitney said in a statement.
To kick off the updated loyalty program, new Festival Rewards members will receive a $5 welcome bonus in points when they register. In addition, as part of Festival Foods’ 80th birthday, new members will also receive a free offer each week from Oct. 14 to Dec. 1, the announcement said.
Festival Foods’ new app and website offer interactive shopping tools, direct weekly online ad browsing, digital coupon clipping and “Click N Go” pickup and delivery options. Customers can scan an in-app barcode at checkout to access their rewards and points, according to Festival Foods’ website.
The grocer’s website noted that customers’ existing gas rewards accounts will not be automatically converted or moved to a Festival Rewards account, meaning that shoppers will need to create a new profile.
Updating loyalty programs has been a common theme for grocers this year. For example, The Fresh Market revamped its loyalty program and launched its first native app in an effort to improve the shopper experience. Wakefern, meanwhile, overhauled its legacy loyalty system and tapped artificial intelligence-powered loyalty platform Eagle Eye to expand its membership program’s capabilities.
