NEW YORK — Southeastern Grocers LLC has become the first supermarket operator to join the Plenti coalition loyalty program operated by American Express.
The program, which allows members to earn and use rewards at a number of businesses, including Exxon and Mobil gas stations and Rite Aid and Macy’s stores, will roll out to the retailer’s BI-LO, Fresco y Más, Harveys and Winn-Dixie stores by April 5.
Customers could begin enrolling in the program, either in store or online, on Wednesday. The rollout follows a successful Plenti launch in Harveys Supermarkets late last year.
“At Southeastern Grocers, we are always looking for ways to provide better value to our customers,” Southeastern Grocers chief marketing officer Sharry Cramond said in a statement. “Our new rewards program with Plenti provides our customers the ability to not only gain savings on gas, but on groceries as well. The new program will therefore offer more ways to earn, more ways to save and even greater flexibility for our customers — thanking and rewarding them for their loyalty.”
Plenti members earn two points for each dollar spent on purchases Southeastern Grocery stores and other partners, including AT&T, Chili’s and American Express, as well as Rite Aid and Macy’s. Each 1,000 points earns members $10 in rewards.
“We are thrilled to add Southeastern Grocers as our newest Plenti partner,” stated Josh Berwitz, president, U.S. Loyalty, at American Express. Since launch, we have committed to expanding our program to brands where our members shop frequently, with a focus on the grocery category. With a full rollout of Plenti across all of Southeastern Grocers’ popular stores, our members will now have the ability to earn and use points at hundreds of locations on the items they buy most often.”
Plenti will replace Southeastern Grocers’ Fuelperks! loyalty card program. The retailer said that program was popular, but had seen declining use in recent years.
Rite Aid Corp. joined the Plenti loyalty coalition in March 2015 as the exclusive drug store retailer and launched the offering that May by fusing it with its successful wellness+ rewards program, creating wellness+ with Plenti. Rite Aid executives have said the program has been a catalyst in driving purchases among its best customers.
Shortly after Rite Aid’s rollout of wellness+ with Plenti, Kantar Retail director Brian Owens called the program a good step to “convert their routine shoppers into truly loyal ones.”
“Retailers should take note of Rite Aid’s wellness+ with Plenti strategy to accomplish just that,” Owens wrote. “We think the program is going after hearts and minds in three key ways: by offering true choice, meaningful rewards and greater access.”