Whole Foods to Expand Rewards Program Nationwide

Whole Foods Market is planning a nationwide expansion for its rewards program, which it has been testing in two markets for two years.

The Austin, Texas-based natural grocer announced the expansion on its fourth-quarter 2016 earnings call, which took place Nov. 2. The program first went live in 2014 in the Philadelphia metropolitan area, followed by its expansion to the Dallas-Fort Worth area more than three months ago. It will roll out to all stores in 2017.

The program offers shoppers a number of rewards, including 10 percent off the first purchase as a program member, a one-time offer of 15 percent off the user's department of choice, and select free products. The more customers shop at Whole Foods stores, the more rewards are unlocked.

“We're very excited about the results that we're already seeing with the revised program,” Jason Buechel, EVP and CIO at Whole Foods, told people on the call. “We have nearly 50,000 folks up in the Dallas metro already registered and participating.”

Additionally, Whole Foods' unified point-of-sale system, which includes EMV technology, is now up and running across all of its U.S. stores. The system provides the foundation to enhance promotional capabilities, including more dynamic and personalized offers through the rewards program and the Whole Foods mobile app.