Jumping into the shopper rewards arena, The Fresh Market tapped Inmar Intelligence’s Incentive Management Platform to power its first-ever customer loyalty program.
Winston-Salem, N.C.-based Inmar said Thursday that its technology gives The Fresh Market’s Ultimate Loyalty Experience program, launched just over a week ago, added functionality to boost shopper engagement and brand loyalty across product categories. The specialty grocer is using Inmar’s platform to sharpen digital coupon capabilities, increasing savings for shoppers while offering more opportunities for brands in the natural products space to connect with customers via improved targeting and segmentation of promotional offers.
The Ultimate Loyalty Experience, now available at all 159 The Fresh Market stores in 22 states, as well as via the retailer’s website, offers members exclusive savings on products, rewards for purchases and special benefits such as a free slice of birthday cake during their birthday month. Key features including automatically loaded, clippable and curated member-only offers, digital coupons and “The Club Hub” purchase frequency programs, which enable members to earn free products or dollars off favorite items.
“We are thrilled to be launching our Ultimate Loyalty Experience with the help of a technology partner such as Inmar Intelligence,” Kevin Miller, chief marketing officer at Greensboro, N.C.-based The Fresh Market, said in a statement. “Shoppers have more choices than ever before in today’s marketplace and with Inmar’s technology, we will be able to provide a more individualized, impactful experience for our guests.”
Inmar noted that its Incentive Management Platform runs the multi-tiered Club Hub systems, which will include core clubs for coffee and floral, plus special activations like a regionally available wine club and seasonal clubs for key sales cycles, such as the holidays. E-mail marketing capabilities also will foster engagement with loyalty members through personalized content based on their purchasing habits, the company said.
For suppliers, The Fresh Market is employing a mix of national- and emerging-brand digital coupon technologies to offer advanced capabilities to suppliers, giving consumer packaged goods companies new opportunities to spur product trials and bolster brand loyalty, according to Inmar.
“In today’s highly competitive, cost-conscious marketplace it is paramount for retailers and brands to offer specialized customer experiences supported by targeted promotional offers,” commented Spencer Baird, executive vice president for Inmar Intelligence’s Martech division. “We are excited to work with The Fresh Market to help bring their Ultimate Loyalty Experience Program to life and not only meet the demanding market needs of today, but prepare for the evolving needs of shoppers tomorrow.”
Inmar added that its technology also will allow The Fresh Market to serve up promotions to customers not in its loyalty program as well as provide multi-tiered employee discounts.
