Dive Brief:
- Independently owned supermarket chain Big Y Foods announced the launch of its new rewards program last week.
- Shoppers can earn one point for every dollar spent at a Big Y Supermarket or Big Y Express Fresh Market that can be redeemed for grocery and fuel savings as well as free products.
- This latest initiative from the New England grocer comes as retailers are launching or revamping their rewards offerings to further entice customer spending and shopper loyalty.
Dive Insight:
The grocery company’s myBigY Rewards program is accessible to shoppers through their myBigY account on the grocer’s mobile app or website. Customers can manage and track their points as well as balance and select their preferred rewards, according to the announcement.
Loyalty program members can save $1 on groceries for every 100 points with a maximum savings of $20 per transaction. Members can also save up to $1.50 per gallon of gas using their points, and redeem free products that can be loaded into a shopper’s account and claimed at their convenience.
Big Y has linked its rewards program to its myExpress Checkout feature, allowing customers to earn as well as load points, offers or digital coupons to use towards transactions made with the grocer’s mobile checkout app, the grocer said on its website.
Shoppers can also earn rewards by entering their Big Y Membership on Instacart, according to the grocer’s website, but redemptions are not valid on Instacart delivery orders.
Big Y’s loyalty program debut comes after numerous years of store growth initiatives. In early 2019, the grocer underwent a series of executive changes, including a new CEO, in an effort to support strategic growth plans.
In 2022, Big Y announced plans to roll out a new small-format grocery store brand in Springfield, Massachusetts, that would span just 10,000 square feet and carry a full assortment of items. Currently, Big Y operates supermarkets, Table & Vine Fine Wines and Liquors and Big Y Express gas and convenience locations throughout Massachusetts and Connecticut.
MyBigY Rewards builds to the list of grocers and e-commerce providers that have embraced new rewards offerings. Sprouts Farmers Market is planning to roll out a loyalty program by the end of 2024. The Fresh Market launched its first loyalty program in March 2022 and seven months later, announced the program had accumulated 1 million members. E-grocer FreshDirect also announced last year plans to debut its first loyalty program.
Shipt, Natural Grocers and Southeastern Grocers are also among the companies that have refreshed their rewards offerings in recent years.
