Prologic. Loyalty Leader.
March 2015


Supermarket Loyalty Programs: On the Rise or On the Decline?

The February 2015 issue of Progressive Grocer includes an article about supermarket loyalty marketing entitled "Data Make the Difference". The article notes the discontinuation of shopper rewards programs at some grocery chains, but quotes several industry experts who highlight the success of well-designed supermarket loyalty programs. The article also cites a 2014 FMI report indicating that over 80% of US supermarkets offer a frequent shopper/loyalty program.

Graeme McVie, a VP at a division of LoyaltyOne, says, "A well-designed loyalty program that strategically uses customer data to make price, promotion and assortment decisions will position retailers to understand and best satisfy the needs of customers." A spokesman for retailer Giant Eagle highlights their "use of customer purchase history to deliver unique and specialized offers to smaller groups of customers."

The article mentions that "the industry's best example" of a successful loyalty program is Kroger, and consultant Gary Hawkins writes that Kroger has "effectively weaponized shopper data" in the form of personalized marketing, merchandising and the direct monetization by selling the data to brand manufacturers.

The article concludes with quotes from Inmar's Trey Moser, who recommends that "an engaging, data-guided program that encourages and rewards purchases should be at the center of every grocery retailer’s Customer Relationship Management (CRM) strategy." Retailers which "have continued to invest in their loyalty programs—and are now leveraging new personalization and targeting capabilities—are seeing real return on their investment."

To read the full article, click here.

For more information on ProLogic's data-driven loyalty and CRM marketing programs, click here.
 
"Marketing works. Data analysis works. And when you combine the two, it should not be surprising that it is possible to move the needle. What I don't understand is why a retailer would not use data analysis to market more effectively to customers."

- Kevin Coupe, Editor, MorningNewsBeat, March 4, 2015
 

New White Paper from ProLogic - Loyalty Marketing Metrics: Quantifying Shopper Value

ProLogic has published a new white paper entitled "Loyalty Marketing Metrics: Quantifying Shopper Value". This white paper highlights the benefits of a loyalty marketing (or CRM) program and explains the key metrics for measuring the success of loyalty programs: sales performance metrics, shopper activity metrics, top shopper metrics and new shopper metrics.

To download a copy of the new white paper, click here.
 

2015 Colloquy Loyalty Census Emphasizes Shopper Engagement and Retention

Colloquy, a leading provider of loyalty marketing research, recently published the results of its biennial 2015 Loyalty Census. In the grocery retail sector, loyalty program membership was 169.7 million members. Interestingly, growth surged in the drug store sector, with membership increasing 88% compared to 2012 with 267.6 million members. The growth in pharmacy was driven by the popularity of health and wellness programs among many of the larger drug store chains.

In its commentary around the survey, Colloquy emphasized the importance of engaging shoppers and providing personalized, relevant offers to them. Although membership in loyalty programs remains high, engagement is trending down, so marketers should redouble their efforts on 1:1 marketing and rewarding loyal shoppers with a differentiated experience. Colloquy also recommends that retailers define, track and understand key metrics and benchmarks for their loyalty programs.

To download the complete survey results, click here.

ProLogic recently published a white paper that details industry-standard metrics and benchmarks for supermarket loyalty programs. To obtain this white paper, click here.
 

ProLogic Customer SUPERVALU Named 2015 Wholesaler of the Year

ProLogic congratulates the team at SUPERVALU, which was recently named 2015 Wholesaler of the Year by Progressive Grocer magazine. The article commended SUPERVALU's "dedicated team working with these owners to help develop marketing plans, loyalty and fuel programs, and otherwise keep their locations focused on promotional excitement." Over the years, ProLogic has had the privilege of providing loyalty marketing services to a number of SUPERVALU customers, including SHOP 'n SAVE, Foodland, McCaffrey's, and County Market.

To read the full article, click here.

 
"Our partnership with ProLogic Retail Services has allowed Delafield Sentry the opportunity to deepen our relationship with our customers, which is mutually beneficial to both. The program allows us to customize how we want to reward our customers. ProLogic was extremely professional and provided great customer service throughout the process. The program has been extremely successful and best of all, our customers love the program!"
- Michelle Harrington, Owner, Delafield Sentry
 

ProLogic partners with the Wisconsin Grocers Association

ProLogic Retail Services is pleased to announce its partnership with the Wisconsin Grocers Association. The WGA is committed to promoting and strengthening food industry suppliers, wholesalers and retailers.

According to WGA president Brandon Scholz, "ProLogic is one of our respected WGA Business Partners because they understand loyalty and new ways to help retailers build more profitable relationships with their customers."

ProLogic looks forward to serving the WGA and its partners in the Wisconsin region.
 
 
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