Backed by its digital investments, Albertsons has seen its sales increase not only to pre-pandemic levels, but also to mid-quarantine highs in late 2020.
In the quarter ended December 4, which was followed by the launch of a new app by Grocer in August, Grocer’s loyalty program membership grew 17% to 28 million. Additionally, digital sales grew 9% year over year, 234% over the two-year stack, contributing to overall similar sales growth of 5% year over year, 18% relative to 2019.
Albertsons CEO Vivek Sankaran told analysts, “As omnichannel households spend three times more than just shoppers, we continue to increase our investments in digital, omnichannel and loyalty, which has led to an increase in identified households. and increased customer engagement and retention.” “The Just for You loyalty program continued to grow in … actively engaged members.”
He added that these active users, who redeem their rewards, spend an average of four times more than shoppers who are not enrolled in the program.
Loyalty programs can boost consumers’ spending and attract them to a brand, “what consumers expect from their grocery shopping experiences,” according to data from the PYMNTS study, created in collaboration with ACI Worldwide. Gaya, which surveyed more than 2,300 American grocery shoppers about them. purchase behavior.
The study found that, of 54% of grocery shoppers enrolled in at least one loyalty program, 63% reported that such programs influence their decisions about which grocery stores to visit frequently. In addition, 61% reported spending more at grocery stores that have loyalty programs, and 48% said that loyalty programs would encourage them to buy the items they now buy online at their favorite grocery store. Huh.
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“Wallet share is highest with our top tier of our loyal group, and we find that once they join our loyalty program, you see that,” Sankaran said. “The other thing is when people join us in Omnichannel, we get massive wallet share, and we can see it because there is no [other] Reasons to suddenly start spending three, four times for a house [more] Compared to us he did before working in Omnichannel.”
Grocer’s new app works to integrate its various digital offerings, including ordering, loyalty and deals, among other functions.
These investments are key to tapping the low-penetration online grocery market. In the connected “eat” category, which includes all the ways consumers can meet their food needs, grocers lag behind restaurants in capturing the spending of today’s digital consumers, according to data from a December study by PYMNTS. Connected Consumers in a Digital Economy: Who Wants to Live in a Digitally Connected Economy — and Why?” which surveyed more than 3,100 American adults about how they engage digitally with their daily activities.The survey results showed that 49% of consumers place restaurant orders through restaurant websites or their mobile apps, while only 32% buy groceries online.
Get Study: Connected Consumers in the Digital Economy
In an effort to further monetize its digital presence, Albertsons announced in November that it would launch a retail media network in late February, Albertsons Media Collective, which would integrate sponsored content from brands into its online platform, allowing additional There will be income. Grocery from your app and website.