Hannaford highlights own brands in new loyalty program

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Hannaford highlights own brands in new loyalty program

By Michael Johnsen - 01/23/2018
Ahold Delhaize's Hannaford banner announced Monday the company-wide launch of My Hannaford Rewards, a reinvention of grocery store loyalty programs that rewards customers for buying own-brand items while leaving already low prices untouched.

Shoppers who choose to participate earn a 2% reward on every own-brand item purchased, including fresh meat, seafood and deli items, as well as thousands of packaged products across the store. About 5,200 fresh and center-store items qualify for rewards in an averaged-sized Hannaford store.

Shoppers also will receive personalized coupon offers for the national and regional-brand products they buy.

"My Hannaford Rewards is a new way to thank customers, with a 2% reward on own-brand items and coupon offers that are meaningful to them as individuals," said Mike Vail, brand president for the Scarborough, Maine-based grocer. "The things that people love about Hannaford – including great fresh food, low everyday prices and excellent service – are our foundation. My Hannaford Rewards builds on that to provide customers with additional benefits for the shopping they do each week."

The program is different from traditional supermarket loyalty programs because in-store prices remain the same for all customers whether they enroll in My Hannaford Rewards or not. By contrast, club models or two-tiered loyalty programs require customers to subscribe to access a better level of store pricing.

My Hannaford Rewards, which began as a test with associates last year and later as an 11-store pilot in Vermont, is now available in all 181 Hannaford stores in five states in the Northeast.