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12/02/2020

Hy-Vee introduces premium membership program

Dan Berthiaume
Senior Editor, Technology
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A regional Midwestern grocer is introducing a paid membership offering with exclusive omnichannel benefits.

At a cost of $99 per year, Hy-Vee Plus premium membership includes perks such as select monthly offers and coupons, free Hy-Vee Aisles Online grocery delivery (a $9.95 per order savings), free Hy-Vee Aisles Online two-hour express pick-up (a $9.95 per order savings), and a personal concierge service.

Customers currently enrolled in the existing $99 Hy-Vee Aisles Online membership program, which offers free grocery delivery, will automatically be upgraded to a Hy-Vee Plus premium membership at no additional cost. In addition, customers who currently use the Hy-Vee Aisles Online service and do not have a Hy-Vee Plus membership can continue using the service as usual. This program does not change any of the service offerings or fees.

Other initial benefits offered Hy-Vee Plus premium members include extra fuel savings; exclusive access to “Red Line,” a designated telephone number available for premium members only and staffed by a team of Hy-Vee experts and personal shoppers; and exclusive deals and offers across all areas of the store. For example, in December, members will receive 20% discounts on purchases including DSW footwear, Joe Fresh apparel, and in-store floral purchases. Members will also receive one free select item each month, including a free seasonal floral bouquet in December.

“After listening to the evolving needs of our customers, we designed our Hy-Vee Plus premium membership,” said Randy Edeker, Hy-Vee’s chairman, CEO and president. “This membership is unlike any other program in the industry and blends our greatest services – both in-store and online – into an affordable experience that brings incredible value to our customers. Our membership offers additional savings on top of our already popular Fuel Saver + Perks program.”

Customers can sign up to become a Hy-Vee Plus premium member at their local store or online. To become a member, customers must have an active free Hy-Vee account. Hy-Vee Plus premium membership gift cards will also be available for the holidays.

Headquartered in West Des Moines, Iowa, Hy-Vee Inc. is an employee-owned corporation operating more than 275 retail stores across eight Midwestern states.