Hannaford’s new digital rewards program favors store-brands—not discounts
Hannaford’s new loyalty program puts a different spin on how members earn rewards.
The My Hannaford Rewards program shifts away from traditional loyalty program models that require customers to subscribe if they want to earn price discounts. Instead, Hannaford members earn rewards for store-brand items — but leaves prices untouched.
Here’s how it works: Customers can join the program by downloading the app from iTunes or the Android App Store, and enrolling in My Hannaford Rewards directly through their smartphone. They can also sign up on the grocer’s website or at any Hannaford store.
Members earn a 2% reward on every store-brand item they purchase under the grocer’s Hannaford, Taste of Inspirations, Nature's Place, Home 360, Cha-Ching, Etos, Companion, CareOne and Healthy Accents private label lines. About 5,200 fresh and center-store items, from fresh meat, seafood and deli items to thousands of packaged products, qualify for rewards, according to the retailer.
Shoppers also receive personalized coupon offers for the national- and regional-brand products they buy.
Users earn rewards by scanning their app or entering their phone number at the point-of-sale during checkout. Rewards, which can be redeemed quarterly, are deducted from the customer's bill during their shopping trip.
My Hannaford Rewards has been launched in all 181 Hannaford stores across the Northeast, however it began as a limited pilot launched in 11 stores and among associates. In both tests, enrollment and program usage far surpassed expectations, according to Hannaford.
"My Hannaford Rewards is a new way to thank customers, with a 2% reward on private-brand items and coupon offers that are meaningful to them as individuals," said Hannaford President Michael Vail.
The My Hannaford Rewards program shifts away from traditional loyalty program models that require customers to subscribe if they want to earn price discounts. Instead, Hannaford members earn rewards for store-brand items — but leaves prices untouched.
Here’s how it works: Customers can join the program by downloading the app from iTunes or the Android App Store, and enrolling in My Hannaford Rewards directly through their smartphone. They can also sign up on the grocer’s website or at any Hannaford store.
Members earn a 2% reward on every store-brand item they purchase under the grocer’s Hannaford, Taste of Inspirations, Nature's Place, Home 360, Cha-Ching, Etos, Companion, CareOne and Healthy Accents private label lines. About 5,200 fresh and center-store items, from fresh meat, seafood and deli items to thousands of packaged products, qualify for rewards, according to the retailer.
Shoppers also receive personalized coupon offers for the national- and regional-brand products they buy.
Users earn rewards by scanning their app or entering their phone number at the point-of-sale during checkout. Rewards, which can be redeemed quarterly, are deducted from the customer's bill during their shopping trip.
My Hannaford Rewards has been launched in all 181 Hannaford stores across the Northeast, however it began as a limited pilot launched in 11 stores and among associates. In both tests, enrollment and program usage far surpassed expectations, according to Hannaford.
"My Hannaford Rewards is a new way to thank customers, with a 2% reward on private-brand items and coupon offers that are meaningful to them as individuals," said Hannaford President Michael Vail.