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Shaw’s Ends Loyalty Program With New Campaign

WEST BRIDGEWATER, Mass. — Shaw’s and Star Markets stores on Friday will launch a new marketing campaign, introducing thousands of everyday lower prices and adopting its new parent company’s policy of offering discounts with or without a loyalty card, a spokesman told SN Wednesday.

Jon Springer, Executive Editor

June 26, 2013

2 Min Read
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WEST BRIDGEWATER, Mass. — Shaw’s and Star Markets stores on Friday will launch a new marketing campaign, introducing thousands of everyday lower prices and adopting its new parent company’s policy of offering discounts with or without a loyalty card, a spokesman told SN Wednesday.

The campaign, known as “You’re in for Something Fresh,” seeks to convey that customers are in for a new experience at Shaw’s and Star Market. Customers will see a redesigned circular and new in-store signage designed to create excitement and illustrate the company’s commitment to quality products and customer service.

As previously reported in SN, Boise, Idaho-based Albertsons, which reacquired Shaw’s and Star Market from Supervalu earlier this year, is eliminating the loyalty program at its Albertsons banner stores. Since then its Jewel-Osco and Acme banners have also unveiled plans to eliminate their loyalty prorgams.

Malvern, Pa.-based Acme Markets launched a similar strategy to Shaw’s last week, kicking off the effort with a video message from its president, Jim Perkins. Perkins said customers at Acme could expect to see cleaner stores, better service everyday low prices and a new guarantee on fresh products.

Jewel-Osco this week also launched a campaign using the same slogan and promoting savings without a card.

 

About the Author

Jon Springer

Executive Editor

Jon Springer is executive editor of Winsight Grocery Business with responsibility for leading its digital news team. Jon has more than 20 years of experience covering consumer business and retail in New York, including more than 14 years at the Retail/Financial desk at Supermarket News. His previous experience includes covering consumer markets for KPMG’s Insiders; the U.S. beverage industry for Beverage Spectrum; and he was a Senior Editor covering commercial real estate and retail for the International Council of Shopping Centers. Jon began his career as a sports reporter and features editor for the Cecil Whig, a daily newspaper in Elkton, Md. Jon is also the author of two books on baseball. He has a Bachelor of Arts degree in English-Journalism from the University of Delaware. He lives in Brooklyn, N.Y. with his family.

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