Hannaford Bros. is launching the “My Hannaford Rewards” program—an 11-store pilot in Burlington, Vermont—this week.
My Hannaford Rewards offers customers a personalized shopping experience and is poised to drive shopper engagement and growth for the Hannaford brand.
The program includes a percentage back on groceries, personalized rewards and special offers on the foods individual shoppers prefer as well as free grocery items at signup.
Burlington shoppers will be among the first to participate in this new program, which includes the launch of Hannaford’s first app. There’s no two-tier pricing, and it’s an all-digital program—no cards and no paper signup.
The grocer said the program is designed to engage shoppers. Through an initial launch with associates, enrollment exceeded goals substantially. Based on those currently enrolled in the program, earning a percentage back on items purchased was the benefit that resonated the most.
Based on research, 90 percent of shoppers say they are likely to sign up, with 100 percent of Millennials stating they are interested in enrolling.
Shopper interest in the program is expected to increase the number of trips made annually and motivate shoppers to move towards higher volume stock-up and special occasion trips.
Based on those currently enrolled in the program, the average basket size of users is higher than those who are not enrolled and the majority of users enrolled are actively engaged, using the program during multiple shopping trips
Here are some major components of the program:
- Shoppers earn 2 percent rewards on the purchase of all private brand items.
- The program includes meat, seafood, packaged produce, deli items and center store products.
- Rewards can be redeemed each quarter.
- Customers receive ongoing, personalized coupons on foods and brands they purchase.
- At signup, shoppers receive offers for free groceries.
- Shoppers can participate by enrolling online at rewards.hannaford.com, in-store or through the new My Hannaford Rewards mobile app.
- The app will allow shoppers to sign up instantly, easily earn and track their rewards, and redeem personalized coupons and exclusive offers.
- To earn and redeem rewards and offers, shoppers can scan their phone or enter their phone number at checkout.
- There’s no tiered pricing as part of this program; prices are available to all shoppers, not just those with a My Hannaford Rewards account.