Wednesday, October 27, 2021 - 2:20 PM - 3:00 PM
Serving states across the Northeast, Hannaford introduced its first-ever loyalty program in 2018, catching up with competitors that had offered loyalty cards and discounts for years. However, with the loyalty program launch, Hannaford took a perceived “risk” by launching a digital-only program that would not necessarily be applicable to their whole audience.
The risk was rewarded, as Hannaford not only caught up to competitors, but immediately launched into next-generation loyalty by offering a digital-only program, allowing shoppers to use their smartphones, rather than a plastic card at checkout. This created a unique engagement with their core audience, even activating others who initially may not have been a target.
Understanding that the digital-only program would not be for everyone, the Hannaford team took a unique approach with the program’s structure, ensuring employee buy-in, and socializing the benefits to a broad customer base.
During this session, John Giaquinto, Director of Customer Loyalty, will take attendees through Hannaford’s loyalty journey, including the program launch, valuable insights, and how the brand consistently works to keep relevancy top of mind.
Key Takeaways:
- Challenges and opportunities of launching a digital-only program
- How to quickly scale a new program
- Front-line employees can be your best marketing people – how to make them a key part of your program