Kroger Rolls Out BrandLoyalty Program Across 121 Stores

Kroger has launched a program in collaboration with Alliance Data Systems’ LoyaltyOne business BrandLoyalty. Rolled out on May 2 of this year, the eight-week promotional campaign is featured at 121 of the Cincinnati-based retailer’s stores across the Mid-Atlantic region, encompassing North Carolina, Ohio, Kentucky, Tennessee, Virginia and West Virginia.

The partnership between BrandLoyalty and Kroger aims to grow sales by increasing customers, basket size, and frequency of shoppers through the incentive-based short-term promotion.

“We’re excited to have the opportunity to work with Kroger on this program that will leverage BrandLoyalty’s combination of expertise in loyalty programs, analytics and retail industry knowledge in order to drive sales, boost profitability and build customer loyalty in the highly competitive grocery segment,” said Bryan Pearson, president and CEO of Toronto-based LoyaltyOne, which has created customized loyalty concepts for some of the largest food retailers worldwide.

In other Kroger news, the retailer's Mid-Atlantic division has revealed its imminent exit from the Raleigh-Durham, N.C., market, where it operates 14 locations, with the division's president, Jerry Clontz, referring to the region as "overstored."

Kroger Co. operates 2,800 retail food stores under various banner names, employing nearly half a million associates. The retailer landed the No. 2 spot of Progressive Grocer's 2018 Super 50 list of top grocers, as it logged $79.2 billion in sales during its most recent completed fiscal year.