Dive Brief:
- Southeastern Grocers announced on Thursday that it has added a gamified component to its loyalty program across its banners.
- Members can access “rewards boosters” in the Fresco y Más, Harveys Supermarket or Winn-Dixie app, which will prompt them to complete a challenge to receive a personalized reward. Each offer will be for a limited time and change based on the prompt, the grocer said.
- This is Southeastern Grocers' latest enhancement to its loyalty program that also incorporates digital coupons and personalized offers.
Dive Insight:
Southeastern Grocers is marketing the new “boosters” as a way for customers to speed up their savings with “a fun game-like challenge.”
With more people cooking at home because of the pandemic, saving on groceries is a “top priority” for shoppers, Anthony Hucker, president and CEO of Southeastern Grocers, said in the announcement.
“With the new ‘rewards Boosters’ addition to our highly rated rewards loyalty program, our customers now have the opportunity to earn more rewards toward savings on the products they buy most while experiencing a truly personalized shopping experience in our stores,” Hucker said.
Southeastern Grocers noted that the “hyper-relevant” offers are customized to each member based on shopping preferences, and that deals will become more targeted over time.
The addition of the challenges builds on the grocer’s current promotions, including Deal of the Week and Mystery Bonus, which is a points multiplier coupon prompted by spending $30 or more in one transaction.
Earlier this year, Southeastern Grocers teamed up with Eagle Eye Solutions and Neptune Retail Solutions to grow its digital coupons and other personalized offers, with the goal of delivering more than 200 million personalized deals per month.
As grocers increasingly focus on personalized offers, linking games with deals has the potential to unlock deeper customer engagement. In late 2019, The Giant Company debuted a kid-friendly, augmented reality experience in more than a dozen stores that allows members of the grocer's rewards program to earn points by playing.
Coupling gamification with personalization can boost net incremental revenue and connect shoppers with brands, according to Formation.ai, which develops individualized offers for companies.
