Whole Foods has taken another step toward rolling out a national loyalty program. But for now, those steps have been baby steps.

Whole Foods, the Austin, TX-based organic grocer, first tested the loyalty program in Philadelphia two years ago, and now in Dallas, which is just the second pilot city. During the company’s recent third-quarter earnings call, co-CEO Walter Robb noted that he expects the program to roll out nationally “sometime next year.”

“As you recall, back in February, we added digital coupons to our app, introducing the first component of our national affinity program,” Robb said. “Coupons quickly became the most-used feature within our app, and customers can look forward to a continued expansion of offers. We took another big step forward in our efforts to better understand and provide personalized offers to our customers, with the market test launch of our new rewards program in the Dallas and Fort Worth metro area. Local customers can register at wholefoodsmarket.com to save instantly on member-only deals like 10% off their first purchase, earn rewards for free products, and receive surprises just for shopping at our stores.”

With each scan at the checkout, customers increase their savings and personalize their future rewards.

“This new program builds upon our initial pilot in Philadelphia, while adding improvements that allow us to be more strategic in the ways in which customers can earn and redeem their rewards,” Robb added. “Once the test is complete, we look forward to national rollout of the program sometime next year.”

Earlier this month, Whole Foods opened its second 365 store.

Designed around affordability and convenience and supported by enhanced digital experiences, 365 delivers a fresh new format to the marketplace, and, Robb said, “The customer response has been overwhelmingly positive. Our 365 stores are firsts for us in so many ways, from a streamlined operating model, to centralized buying, to auto-replenishment of inventory. With 20 stores in development, we're very excited about the learning potential, and we are already using these to shape and evolve not just future 365 stores, but Whole Foods Market stores as well.”

Company officials believe the new 365 by Whole Foods Market stores will enable them to take their high quality standards and great shopping experience to even more people in a smaller format with value pricing throughout these new stores.
 
The new 365 by Whole Foods Market stores will be more curated.

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