Dive Brief:
- Stop & Shop has launched a promotion called "Free-Days" for shoppers across the Northeast, according to a company press release.
- On select Fridays, the grocer will notify customers through the Stop & Shop rewards app of a free product they can collect at their local store. A customer will have two days to load the deal to their Stop & Shop rewards app and must claim the product within two weeks.
- Some of the giveaways available on Free-Days include Chobani yogurt, Kind bars, Ghirardelli milk chocolate squares and Planet Oat Oatmilk.
Dive Insight:
Free-Days is the latest in a series of promotional moves from Stop & Shop following the 11-day strike that shook the company in April. These consumer-focused initiatives could help reestablish customer loyalty and draw shoppers back who may have defected to other grocery stores.
In addition to Free-Days, Stop & Shop recently added same-day grocery pickup for orders placed through Peapod. The program is currently available at 20 locations in Connecticut, Massachusetts, Rhode Island and New York. The grocer also launched a food truck tour in May, which will run through October, and provides free samples, coupons and cooking tips for customers.
Giveaways aim to get more Stop & Shop customers downloading and using the company’s rewards app. Mobile grocery app usage is expected to rise 50% this year, according to eMarketer, and the more shoppers use grocery apps, the more purchase data grocers can gather, helping them target offers and deliver a more personalized shopping experience.
The competition is only going to get tougher as more grocers turn to app-based rewards programs and as more grocers, including northeastern rivals like BJ's and Wegmans, expand their app features. To stand out in a crowded field and reconnect with shoppers, Stop & Shop will need to deliver a strong omnichannel experience.
