Southeastern Grocers

Beyond the Cart: Revamping Southeastern Grocers’ Existing Loyalty Program to Create Irresistible Incentives

Challenge

The omnichannel retailer Southeastern Grocers (SEG) is the parent company of Winn-Dixie, Fresco y Más, and other trusted regional grocery brands with strong local roots. SEG wanted to expand its existing loyalty program to maximize omnichannel investments while capitalizing on the familiarity and functionality of the existing program. The retailer approached Material to establish a strategic vision that would harness personalization and loyalty incentives to improve member acquisition, engagement and retention. In the wake of COVID-19’s impact on the grocery category, we had to move fast to improve the user experience across web, mobile and app products.

Approach

Conducted four months of evaluative research on new designs, including journey mapping research, brand positioning testing and qualitative loyalty research
Implemented a visual refresh of the Winn-Dixie website and app
Designed, developed and launched a flagship shopping list feature
Designed overhauls of coupons and deals and created a new recipes system
Completely revamped the social media playbook
Identified opportunities to expand the current rewards program into broader brand love, enhancing customers’ implicit loyalty
Guided key omnichannel, operational and creative teams to ensure a smooth transition to the refreshed programs and sites

Outcomes

Southeastern asked us to accelerate the launch timelines by up to three months, and we met those deadlines! Our flexible design enabled the company to move important loyalty messaging higher on the page, helping them target customers based on shopping preferences.

After revamping its loyalty program and improving UX design across its app, website and social channels, SEG saw a significant lift in its rewards program enrollment and engagement. Millions of users downloaded the app and loyalty incremental sales quickly exceeded target goals.

Whether they’re shopping online or at regional locations, we’re thrilled that more customers are reaping the rewards of this great loyalty program and showing some real brand love for Southeastern Grocers!