SuperValu announces eir as latest partner as part of €40 million investment in Real Rewards loyalty programme

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By: Wise Marketer Staff |

Posted on March 6, 2007

SuperValu, the leading Irish community grocery retailer, has announced a new partnership with eir, Ireland’s largest communications company, as part of its Real Rewards loyalty programme. The partnership represents a further milestone in SuperValu’s ambition for Real Rewards to become the number one loyalty programme in the country, through the addition of a range of exciting new partners and an investment of €40 million.
The new partnership with eir means that SuperValu customers can now collect Real Rewards loyalty points by linking their eir broadband or landline account, as well as using points to avail of discounts of up to €60 off future eir bills. The offer, which goes live on the 21st August, is open to all eir fixed line and broadband customers.

To illustrate the level of savings being made available to customers, €40 million in value has been delivered back to shoppers since the relaunch of Real Rewards, with an additional seven figure investment to be made during the course of the year.

Commenting on the announcement, SuperValu Managing Director Martin Kelleher said, “Continuous innovation is at the core of SuperValu’s business as we look for more ways to reward our customers for their loyalty. We are excited to partner with a brand as progressive as eir and we look forward to giving our customers even more opportunities to earn points as they link their Real Rewards card to their eir account.” 

Richard Moat, eir CEO, said, “There is great synergy between eir and SuperValu, another great Irish brand, and we are delighted to partner with them on the Real Rewards scheme. Our customers can save up to €60 on their bill, as well as collecting and using points for the things that matter to them. This is our way of saying thanks to our many loyal customers in a real and tangible way.”

SuperValu Real Rewards/eir partnership – How it works:

The partnership with eir allows the 1.1 million members of SuperValu’s Real Rewards programme to earn points in a variety of ways:

  • By linking their myeir membership account and SuperValu Real Rewards card, customers will receive a bonus of 100 points, and can then earn 1 Real Rewards point for every €2 paid off their eir landline or broadband bill;
  • Customers collect 1 Real Rewards point per €1 spend when they use their Real Rewards card at any SuperValu or online at;
  • As a celebration of the partnership, for the months of August and September SuperValu customers can convert 250 Real Rewards points into a €5 discount
  • Various promotional offers will be run throughout the year to earn bonus points.

In October of last year, SuperValu announced Bank of Ireland as the first in a number of new partners from a range of leading Irish brands to be incorporated into the relaunched Real Rewards programme, building upon its existing relationships with Electric Ireland and Getaway Breaks. Since the successful relaunch, an additional 160,000 customers have joined the scheme, bringing the total membership to 1.1 million people. With the addition of eir, SuperValu is giving customers even more ways to get even more value from the Real Rewards programme.

SuperValu serves over 2.6 million customers every week and has 219 stores nationwide. Together with its retail partners, SuperValu employs approximately 14,500 colleagues, making it one of the State’s largest private sector employers. 75% of everything on SuperValu’s shelves is sourced in Ireland. SuperValu continues to source locally wherever possible which helps to sustain 30,000 jobs in the Irish economy.