SE Grocers Rewards serves up savings for food and fuel
by Russell Redman, Supermarket News
Southeastern Grocers Inc. today launched a new loyalty program that provides shopper rewards for food purchases that can be used at the pump.
Called SE Grocers Rewards, the program enables customers at Bi-Lo, Winn-Dixie, Harveys Supermarket and Fresco y Más stores to earn points at checkout that can be redeemed for savings on groceries or fuel at participating Shell and other gas stations.
The Jacksonville, Fla.-based supermarket retailer said SE Grocers Rewards also will offer bonus points on hundreds of products throughout its stores. In addition, customers can check their receipts to see more ways to earn points.
Points are available for up to two years and expire on Dec. 31 of the following calendar year.
“We are committed to providing a shopping experience our customers can count on,” President and CEO Anthony Hucker said in a statement. “We are launching a new rewards program that is designed to best meet the everyday needs of our customers and associates. SE Grocers Rewards will allow customers to redeem savings on fuel and groceries, combining the two greatest reward aspects our customers have told us means the most to them.”
To support the launch, Southeastern Grocers and Shell are offering the first 100 customers at a Shell-branded gas station in select markets with up to $40 per vehicle of free fuel. Customers can get updates on free fuel events in the Southeast through the end of July by visiting the Bi-Lo, Winn-Dixie, Harveys and Fresco y Más Facebook pages.
SE Grocers Rewards members who swipe their card at participating filling stations will be enrolled in Shell’s Fuel Rewards program and receive Gold Status, saving an additional 5 cents per gallon on every fill, up to 20 gallons.
“Coming together with Southeastern Grocers to provide a great rewards program for our customers is something we are excited about,” said Todd Gulbransen, North American loyalty manager for Shell Retail. “We know that customers are always looking for value and great ways to be rewarded, and we are proud that the Fuel Rewards program is an additional benefit for those shopping at Bi-Lo, Fresco y Más, Harveys Supermarket and Winn-Dixie stores.”
SE Grocers Rewards replaces Plenti, a coalition loyalty program that enabled consumers to earn and redeem points for purchases at all participating companies. Plenti ended on July 10 after it stopped accepting new enrollments in mid-April.
To transition to the new loyalty program, Southeastern Grocers customers who present their Plenti card at checkout will get an SE Grocers Rewards card and welcome kit. The value of unredeemed Plenti points will be issued to the new rewards program for all fully registered customers.
Southeastern Grocers rolled out the Plenti program across its supermarket banners in April 2017 following a pilot in Harveys Supermarkets launched in the fall of 2016.
The company was the first grocer to join the American Express-operated program, which was described as the first U.S.-based coalition loyalty plan when it launched in the spring of 2015. Plenti enabled consumers to earn and redeem points for purchases at such companies as American Express, Rite Aid, Macy’s, ExxonMobil, AT&T, Nationwide, Direct Energy and Hulu.
Overall, Southeastern Grocers operates about 575 stores in Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina and South Carolina.