After what the two companies termed a successful five-week pilot, Albertsons and Fetch Rewards announced that they will roll out the loyalty/rewards program to more than 2,200 supermarkets under 20 different banners.
Fetch describes itself as “a mobile shopping platform that rewards shoppers for buying the brands they love. The Fetch Rewards app gives users the easiest way to save on everyday purchases by simply scanning their receipt. For our brand partners, the platform allows them to understand a 360 degree view of shopping habits, and to meaningfully reward a customer’s individual loyalty … Since launching in 2017, the Fetch Rewards app has been downloaded nearly 19 million times and has nearly 7 million active users. To date, Fetch has processed nearly a billion receipts and has delivered more than $120 million in points to its shoppers.”
Albertsons said that the test “resulted in strong incremental sales from existing shoppers. It also drove a significant number of new and re-engaged users to the stores who were established Fetch Rewards fans.”
“We’re constantly looking at innovative and relevant ways to engage with our customers, and after seeing such strong results, we decided to expand the Fetch Rewards pilot to additional stores,” said Usman Humayun, VP of Digital Marketing for Albertsons Cos., in a prepared statement. “This relationship is a win-win for our company and for our customers who use Fetch to earn rewards on grocery, retail and restaurant purchases.”
I tend to have two priorities when it comes to retailer loyalty programs.
First, it needs to demonstrate that the retailer is loyal to the shopper, not just be a vehicle for discounts that try to “buy” loyalty.
And second, it should reinforce the core retailer value proposition; I like it when a program creates a kind of flywheel, as opposed to have them building value for other brands.
One of my recent favorites was a program developed for Price Chopper by tcc, which allows shoppers to use points to help kids pay off student debt – this just struck me as a big, enormously relevant idea.
It will remain to be seen if the Albertsons-Fetch program meets my priorities. On the other hand, Albertsons may not give a crap about my standards, figuring, what the hell does he know.
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