Retailers

Albertsons Launches Fetching Loyalty Program

Rewards app partnership latest step in grocer’s personalization quest
Photograph courtesy of Albertsons Cos.

Loyal customers are highly coveted as they spend more—often significantly more than non-member shoppers. It’s a fact not lost on Albertsons Cos. CEO and President Vivek Sankaran, who has been increasingly vocal about the strength of the company’s loyalty program.

Earlier this year, Sankaran said the Boise, Idaho-based grocer had reached 24.3 million registered users, an increase of 23.5% year over year. He further noted that actively engaged households in Albertsons’ loyalty programs have increased 17.5% year over year and encompass nearly 40% of transactions and 50% of sales. Albertsons’ loyalty program members spend more than four times that of nonactive customers, WGB reported at the time.

In its latest effort to drive personalization and customer loyalty, Albertsons announced a partnership with consumer-loyalty and shopper-rewards app Fetch Rewards.

The partnership between Fetch Rewards and Albertsons Cos. comes after a successful five-week pilot program aimed at driving Fetch users to shop at nearly 200 of the company’s stores, the Madison, Wis.-based rewards company said. During the program, Albertsons leveraged Fetch Rewards’ direct, one-to-one consumer relationship and sent users personalized offers to drive market activations and customer acquisition.

The campaign reportedly resulted in strong incremental sales from existing shoppers. It also drove a significant number of new and re-engaged users to the stores who were established Fetch Rewards fans, Fetch said. 

“We’re constantly looking at innovative and relevant ways to engage with our customers, and after seeing such strong results, we decided to expand the Fetch Rewards pilot to additional stores,” said Usman Humayun, VP of digital marketing for Albertsons Cos., in a statement. “This relationship is a win-win for our company and for our customers who use Fetch to earn rewards on grocery, retail and restaurant purchases.”

With the nationwide rollout, Fetch Rewards shoppers will soon have access to exclusive offers at the Albertsons Cos.’ family of stores. This includes more than 2,200 supermarkets across 34 states and the District of Columbia operating under 20 well-known banners, including Albertsons, Safeway, Vons, Jewel-Osco and more. 

“Expanding our business model to include retail partners is the next step in the evolution of Fetch Rewards as we work to maximize the value and savings we deliver for our shoppers,” said Jason Marker, chief growth officer of Fetch Rewards. “Albertsons Cos. is an outstanding grocer, and we are so excited to be working with them to provide shoppers with even more ways to get rewarded for their purchases.”

By working directly with hundreds of popular brands, Fetch Rewards gives shoppers access to savings on tens of thousands of products, whenever and wherever they are purchased, the company said. Since launching in 2017, the Fetch Rewards app has been downloaded nearly 19 million times and has nearly 7 million active users. To date, Fetch has processed nearly a billion receipts and has delivered more than $120 million in points to its shoppers.

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