SpartanNash, one of the nation’s largest grocery distributors, is rolling out a new consumer relations platform to acquire better and more meaningful customer data from its loyalty program.
During the company’s March 4 fourth-quarter earnings conference call, SpartanNash CEO Dennis Eidson said that the “Yes” loyalty program includes email, pharmacy, fuel, and club promotions.
“With regard to the loyalty program, I’m pleased with our progress in developing a more robust consumer relations platform and our ability to analyze our findings,” Eidson said during the conference call, according to Seeking Alpha. “We’re getting better data out of our system with actionable insights that are beginning to bear fruit. Our analytics testing has been completed in several categories and we will be rolling out the program across all of our categories in the Michigan market in 2015.”
What’s more, Eidson said the loyalty program will be introduced to the company’s North Dakota Family Fare, Family Fresh, and select Omaha stores in 2015.
“We also continue to leverage our pharmacy program as part of our health and wellness platform,” Eidson said. “Our Michigan pharmacies posted a 2.1% increase in comp script count for the quarter. This is the 16th consecutive quarter of positive script count growth and a 1.7% increase for the full year. We also see opportunities to connect with customer via our fuel program and we’re currently negotiating with future partners to strengthen the program for our western stores. We continue to be pleased with the improvement we’re seeing in comp store sales and traffic trends at these locations as well as customer satisfaction, all of which reinforces our confidence in the strategy.”
Eidson said during fiscal 2015 the company will make significant progress in standardizing its point-of-sale system across the chain which will allow SpartanNash to better manage its promotional and pricing programs.
In 2013, Spartan Stores and Nash Finch merged and formed SpartanNash company. The company’s core businesses include distributing food to military commissaries, independent grocers, and corporate-owned retail stores in 44 states, Europe, Latin America, and the Middle East. SpartanNash operates 167 retail stores.