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  For decades, the slogan for Hannaford Supermarkets was ‘no cards, no games, no gimmicks.’ So when they set out to launch the first My Hannaford Rewards loyalty program, they knew they had to meet the challenge of living up to that age-old axiom. They needed to walk a fine line—achieve significant ROI on the program without breaking the brand promise. “Part of the reason we designed the loyalty program the way we did was so that we would not....

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