Dive Brief:
- Fresh Thyme Market announced Monday the addition of a new points system to its loyalty program.
- With the new MyThyme Rewards Points, loyalty members can earn 10 points for every dollar they spend, with no cap on how many points they can earn, according to the grocer.
- The loyalty program’s changes aim to help consumers stretch their dollars amid a higher cost of living, Fresh Thyme said.
Dive Insight:
Fresh Thyme Market said in the announcement that the loyalty program changes will help it do a better job reaching price-conscious shoppers.
The grocer will automatically enroll its existing members in the new points system. New loyalty program members can earn 10,000 bonus points — a $10 value — after they spend $50.
People can redeem their points in multiples of $5, $10, $15 or $20 in the Fresh Thyme app and combine the points with other savings opportunities such as weekly promotions and digital coupons, according to the announcement. Points last for a year and cannot be earned on certain items, including beer, wine, liquor, gift cards, taxes, bottle deposits and THC/CBD products.
With the addition of the new points system, members can get early access to weekly deals, sneak peeks at new product launches, surprise bonus points, and meal inspiration and nutritional support from the grocer’s registered dietitian.
"We know our customers are being more intentional about how they shop for groceries, and they shouldn't have to choose between value and quality," Fresh Thyme President Liz Zolcak said in the announcement. "This program is designed to meet them where they are, helping them save on their everyday groceries while still delivering the fresh foods, experience and sense of community they expect from us."
The new points system builds on the loyalty program’s existing features such as digital coupons, birthday rewards, member events and pickup services.
Fresh Thyme noted that it will continue to evolve its loyalty program with more personalized features like tailored offers based on lifestyle and dietary preferences, expanded digital savings and member-exclusive content.
Fresh Thyme’s new loyalty program features come at a time when other grocers, including The Fresh Market, Wakefern Food Corp. and Raley’s, have recently revamped their loyalty program offerings.
Earlier this year, Fresh Thyme announced plans to reimage its private label offerings with new packaging, trending products and more.
