Food Lion Aims to Increase Customer Engagement Through Personalized Offers

Personalization in the loyalty industry is viewed as hallowed ground, an aspirational goal, which when executed correctly, places a marketer in rarefied and enviable territory.


Food Lion, which has more than 1,000 stores in 10 Southeastern and Mid-Atlantic states and employs more than 63,000 associates, wants to show its customers as much personalized savings as possible. As a result, Food Lion launched MVP “Shop & Earn” Personalized Monthly Rewards.


It’s a way for customers to significantly increase their savings through personalized offers on products and categories they already buy. Shop & Earn is an enhancement to Food Lion’s current MVP Customer Rewards Program, and now shoppers can save more every month, in addition to their MVP savings and coupons.


Shop & Earn is being rolled out to customers across its operating area following successful and insightful pilots in the Raleigh and Greensboro, N.C., markets last year.


“Food Lion constantly looks for ways to deliver on our strategy, ‘Easy, Fresh and Affordable…You Can Count on Food Lion Every Day!’’’ Food Lion spokesperson Courtney James told Loyalty360. “We believe our new MVP Shop & Earn Customer Rewards Program does just this, while putting our customers in charge of their savings with personalized offers based on their specific purchases.”


What’s more, James said that new Shop & Earn users automatically load an introductory “Earn $10 when you Spend $30” in February. After spending $30, the earned $10 is displayed in their “Rewards Balance”" section in “My Wallet” in their MVP account for use during their next shopping trip.


Food Lion Feeds donates one meal in partnership with Feeding America for every new or current Shop & Earn user who activates the Shop & Earn program, (online or through Food Lion’s Mobile App) up to 1 million meals, during the month of February.


“Through our new Shop & Earn MVP Customer Rewards Program, Food Lion makes it easy for customers to save more on items and categories they already shop with targeted monthly offers,” James said. “It is our goal that all of our customers see a significant increase in their savings each month through this unique program. Food Lion is always working to evaluate its loyalty initiatives to best serve our customers’ needs, while delivering on our promise to make grocery shopping easy, fresh, and affordable. At Food Lion, we are extremely proud of the work we do to bring fresh and affordable together for our customers so they can nourish their families, consistent with our longstanding heritage of low prices and convenient locations.”


James added that Food Lion officials value each and every customer interaction.


“At Food Lion, we appreciate each one of our customers and understand shopping with us is, in fact, a choice,” she explained. “We are proud to reward our customers through the MVP Shop & Earn program in addition to their usual MVP coupons and savings.”

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