The company's loyalty program growth followed a strategic overhaul of its rewards system during the quarter. In early April, Albertsons introduced a simplified, points-based program with an automatic cash-off redemption option.
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GLOAs more grocery shoppers seek Click-and-Mortar™ technologies for a seamless omnichannel experience, Albertsons is seeing substantial online growth, aided by its revamped rewards program.
The grocery giant, with over 2,200 stores across the U.S., announced in its first-quarter fiscal 2024 results on Tuesday (July 23) that digital sales increased by 23% year-over-year, while loyalty membership grew by 15%, reaching 41.4 million.
“Our Customers for Life strategy focuses on prioritizing the customer, leading to significant year-over-year growth in loyalty members through our new simplified ‘for U’ loyalty program,” said CEO Vivek Sankaran. “Despite the changing economic and industry environment, we have maintained strong growth in our digital and pharmacy sectors.”
The company’s loyalty program growth followed a strategic overhaul of its rewards system during the quarter. In early April, Albertsons introduced a simplified, points-based program with an automatic cash-off redemption option. This change helped the company add around 1.6 million loyalty members, increasing from 39.8 million in the previous quarter.
As Albertsons plans to merge with Kroger, the latter is highlighting Albertsons’ omnichannel strengths as a crucial competitive advantage for the combined company.
This shift is driven by grocery shoppers’ increasing demand for technologies that enable convenient shopping across both digital and physical channels. PYMNTS Intelligence research shows that most consumers interact with grocers through these channels, though only 6% shop exclusively online.
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