Dive Brief:
- Stop & Shop has launched a new savings initiative, called Deal Lock, that extends sales on select items “for a couple of weeks at a time,” per an emailed press release.
- The program, which started on Friday, spans the grocer’s categories and includes national brands and private labels, according to the announcement. The company is highlighting Deal Lock programs in its circular, with in-store merchandising and a dedicated webpage.
- “We are proud to offer our customers another way to save on the items they want and need, especially during these inflationary times,” Stop & Shop President Gordon Reid said in the announcement. “Combined with our everyday low prices, weekly sale items and loyalty program offers, we’re giving customers the ability to spend less while still checking everything off their shopping lists.”
Dive Insight:
The debut of Deal Lock last week included dozens of items the grocer says are popular among its customers, with products such as select Mott’s applesauce, Land O’Lakes eggs, Nature’s Promise ground turkey and Cafe Bustelo coffee.
The initiative is aimed at helping shoppers “spend less for longer” at a time when ongoing high food and gas prices are weighing on consumers.
While Ahold Delhaize didn’t specify how often new deals will get announced, the press release said new Deal Lock items will get added “frequently.”
Shoppers can claim Deal Lock savings by using their Stop & Shop Go Rewards loyalty card at checkout. The Deal Lock savings will also be automatically applied to online orders for delivery or pickup.
The grocer is promoting the new savings initiative offline and online, from spotlighting the program in its circular to having a dedicated “Deals Lock” page on its site that rounds up the eligible items across categories. On the Deal Lock webpage, customers can find out how long the deals are valid. Currently listed deals across 15 categories are available through Sept. 6.
In stores, customers can shop endcaps and aisle displays with Deal Lock items. Eligible items also have shelf tags noting they are part of Deal Lock. The grocer noted it will make in-store radio announcements and put up additional store signage to make customers aware of the program.
Deal Lock joins Stop & Shop’s other savings initiatives, which include its loyalty rewards program, coupons and sale items.
The program comes as Stop & Shop looks to improve its performance among Ahold Delhaize’s portfolio of U.S. grocers. The banner saw a slip in market share between the fourth quarters of 2019 and 2021 that the banner has been trying to reverse by focusing on its store remodeling campaign. That campaign appears to be paying off: Stop & Shop saw better results in Q2, according to Ahold Delhaize’s most recent earnings call earlier this month.
Savings in the grocery aisles have taken on greater significance this year to help consumers combat inflation, with grocers such as Lidl, Giant Eagle and Weis Markets leaning into price cuts and rewards. Earlier this month, Walmart launched Walmart Rewards as a new benefit to its Walmart+ membership and Save Mart rolled out a video game-focused rewards program.
