Fresh & Easy launches loyalty card nationwide
In the US, the Tesco-owned grocery store chain 'Fresh & Easy Neighborhood Market' is rolling out its 'Friends of Fresh & Easy' loyalty rewards card to all of its stores nationwide, following a successful trial at seven stores in Bakersfield.
The company said that the card was "incredibly well-received" by customers during the trial, and membership of the pre-existing Friends of Fresh & Easy email programme had more than doubled soon after the card was introduced.
What has become known simply as the 'Friends Card' built upon the international success of Tesco's own Clubcard programme combined with the existing Friends of Fresh & Easy email programme.
Friends of Fresh & Easy is now a digital points-based programme through which customers can earn 1 point for every US$1 they spend with Fresh & Easy.
Members (known as 'Friends') can then exchange their points for cash-back rewards, and they also receive personalised bi-weekly emails containing targeted bonus point coupons and real-time updates on points earned so far.
"We wanted to create a 21st century programme to thank our most loyal customers and friends," said Fresh & Easy's CEO, Tim Mason.
The original email programme was introduced in December 2008 to give Fresh & Easy's most loyal customers exclusive news and information about the company and its products, as well as special coupons and offers.
However, unlike many grocery reward programmes, Friends of Fresh & Easy delivers better targeted coupons and cash-back rewards, rather than being a "key to unlock special prices just for members. According to Mason, "Fresh & Easy's everyday low prices will remain the same for everyone."