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Albertsons' new FreshPass service brings members exclusive perks and unlimited free online grocery delivery.

Albertsons Cos. launches membership program in digital refresh

Loyalty program adopts store banner names, Deals & Delivery app debuts

Albertsons Cos. has updated its digital offerings with a new shopper subscription service called FreshPass, an integrated savings and delivery app dubbed Deals & Delivery and a retooled loyalty program based on its supermarket banners.

Boise, Idaho-based Albertsons said Monday that FreshPass brings members exclusive perks and unlimited free online grocery delivery. Customers can sign up for a $99 annual membership or a $12.99 monthly subscription. For unlimited free delivery, orders must be $30 or more. The company noted that free two-hour grocery delivery and Drive Up & Go shopping experiences also will be offered to FreshPass members in selected markets.


Special savings for FreshPass members include 5% off O Organics and Open Nature products — Albertsons Cos.’ better-for-you own brands — plus rewards that don’t expire and exclusive culinary and wine experiences. Albertsons said customers who sign up now can save up to $395 per year with an annual FreshPass subscription, which includes a $5 monthly promotional credit through Dec. 31, $20 off the first order of $75 or more, monthly perk values and product category savings.

In support of the FreshPass launch, Albertsons is offering free 30-day trial. The company previously offered the Unlimited Delivery Club.

Available in iOS and Android versions, the free Deals & Delivery app is designed to simplify the grocery shopping experience with improved “wherever and whenever” capabilities, according to Albertsons.

Customers now can shop, apply savings offers and redeem rewards in one place while shopping in-store or ordering for pickup or delivery, the retailer said. Smart features include a digital wallet and app coupon integration, list builders and a pay-from-app tool for more convenient checkout. Shoppers can download the Deals & Delivery app by store name across Albertsons Cos.’ more than 20 retail banners, inlcuding Safeway, Albertsons, Vons and Jewel-Osco.

Meanwhile, the free Just for U loyalty program now has a new identity, carrying the name of each Albertsons Cos. store banner depending on where customers shop, such as Albertsons for U, Safeway for U or Jewel-Osco for U. Current Just for U members will be automatically enrolled in their store’s new program.

The new loyalty offering includes the best of the previous program but “raises the bar” with more personalized deals, rewards and perks, Albertsons said. Members earn points on nearly every dollar spent, and points can be redeemed on groceries and gas. Perks include personalized deals, a free item each month and a special birthday “treat,” among other benefits. New members receive $5 off their next in-store or online purchase of $25 or more of qualifying items.


The new Deals & Delivery app is designed to simplify the grocery shopping experience with improved “wherever and whenever” capabilities.


Albertsons added that the new Albertsons for U loyalty program, FreshPass subscription and Deals & Delivery app all integrate for a seamless omnichannel shopping experience.

“We have been working hard to revolutionize Albertsons Cos.’ digital offerings and enhance all aspects of the food experience and journey,” Chris Rupp, executive vice president and chief customer and digital officer at Albertsons Cos., said in a statement. “We have been in lock-step with our customers, and today’s launch of our new Deals & Delivery app, our Albertsons for U loyalty program and FreshPass subscription service exemplifies our commitment to innovation and customer service, meeting shoppers where they want to shop whether that be in store, curbside, or at home.”

Albertsons Cos.’ new subscription service and augmented loyalty offering reflect a trend of grocery retailers trying to lock up followings of loyal, omnichannel shoppers via membership programs, à la Amazon’s successful Prime customer benefits plan, which also extends to the e-tail giant’s Whole Foods Market subsidiary.

Retailers now offering or piloting such options include Walmart (Walmart+), The Kroger Co. (Delivery Savings Pass), Publix Super Markets (Club Publix), Ahold Delhaize USA’s The Giant Company, Hy-Vee (Hy-Vee Plus), SpartanNash (Fast Lane) and Harris Teeter, among others.

Overall, Albertsons Cos. operates 2,278 retail food and drug stores in 34 states and the District of Columbia under such banners as Albertsons, Safeway, Vons, Jewel-Osco, Shaw’s, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci’s Food Lovers Market. The retailer’s operations also include 1,725 pharmacies and 399 fuel centers.

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