Food Lion’s MVP Rewards Customer Loyalty Program was named The Loyalty Report’s Best U.S. Grocery Retail Program of 2020, according to the 10th Annual Loyalty Report, prepared by Bond Brand Loyalty.
Bond’s annual report, produced in partnership with Visa, surveyed almost 70,000 consumers on more than 100 attributes that examine more than 1,000 loyalty and credit card programs across 34 global markets.
“Nourishing our communities is at the core of everything we do at Food Lion, and making it easier for our neighbors to affordably and reliably feed their families is what we’re all about,” said Neil Norman, director of Customer Loyalty & Shopper Marketing. “This honor is a great testimony to our brand, our strategy, and our culture.”
According to Bond, the opportunities for loyalty programs to help brands accelerate recovery are very real and present in the midst of the COVID-19 pandemic. To stand out and earn loyalty that sticks, brands now must focus on true drivers of member engagement, and that starts with a foundation of personal relevance to the member, extended through the interconnectivity and influence of digital and human experiences within their program, recommended the company specialized in brand loyalty.
The attributes surveyed included Loyalty Mechanics, Program Influence, Behavioral Loyalty, Emotional Loyalty, Earn Mechanics, Rewards & Redemption, Brand Alignment, Human Experiences, and Digital Experiences.
According to The Loyalty Report 2020, continued customer loyalty brings positive outcomes for brands, the following facts also stood out:
- 72% of customers say they are more likely to recommend brands with good loyalty programs.
- 78% of customers say they are more likely to continue to do business with companies that have good loyalty programs.
The Food Lion MVP Program allows shoppers to save on top of Food Lion’s everyday low prices, as well as earn monthly rewards on items they already buy. According to the supermarket chain, the program offers exclusive coupon discounts to MVP Reward program participants, enables them to track their savings and save hundreds of dollars on their groceries all by creating a free account.
Since Food Lion’s Shop & Earn MVP personalized rewards program launched in February 2018, MVP customers have saved more than $58 million on top of their usual MVP savings, said the company in a statement. Customers can participate in Shop & Earn by creating a digital MVP card account at Foodlion.com or via the Food Lion app and loading their monthly offers.
In its 10th year of publication, The Loyalty Report, produced in partnership with Visa, is recognized as the industry’s longest-standing and largest global study on customer engagement, loyalty attitudes, behaviors, drivers and distribution.
Food Lion, based in Salisbury, N.C., since 1957, is a company of Ahold Delhaize USA. It has more than 1,000 stores in 10 Southeastern and Mid-Atlantic states and employs more than 77,000 associates.