![]() ![]() This, in turn, helped pave the way for a smooth consumer launch in 2021. Prior to launching with consumers, Price Chopper/Market 32 ran two pilots with teammates, which generated feedback on both content and user experience. “Our IT team is skilled in the technology needed to run our grocery business, but we quickly realized the need to selectively outsource the development of a consumer facing platform and myriad of connections to third parties involved in our rewards offering,” Weiss confirms. On the technical side, Price Chopper sought a partner who could integrate quickly, and take a modular approach which aligned to their roadmap. tcc Global’s national scale is also an advantage as its model includes a platform that can extend content across the country and eventually, worldwide. Much of this is not within the resident skill set of a supermarket, so it’s logical to outsource this to an experienced third party. Third parties that provide rewards content need to be identified, socialized to this new idea, then contracted and implemented. While this function requires creativity and consumer understanding, it also necessitates business development work. On the content side, tcc Global is responsible for developing compelling rewards. The partnership with tcc Global brings two critical skill sets to Price Chopper/Market 32’s program: content and technology. “Consumers are increasingly mobile-engaged, and are looking for experiences and digital connections to brands.” #Proce chopper trial#“Our rewards strategy, including a trial with NFTs, anticipates where consumer interest is heading, both from a user experience and a content perspective,” explains Weiss. It was promoted to consumers via the AdvantEdge Rewards platform in the form of a sweepstakes prize. On behalf of Price Chopper, tcc Global developed new intellectual property, and minted their own NFT based on Price Chopper’s 90-year anniversary. “While we don’t know how NFTs will play out, we do know they are attracting a lot of attention right now, and we think grocery retailers can play a role for either their own brands or those of their CPG partners,” noted Weiss. NFT digital data is stored in a blockchain, a form of distributed ledger. Simply stated, an NFT is a digital asset that represents ownership of real-world items such as art, video clips, music and more. ![]() Recently, Price Chopper also added non-fungible tokens, better known as NFTs. ![]() Specifically, consumers can use their points to donate to local schools and charities, pay down their student loans or the loans of loved ones, enter sweepstakes for a chance to win great prizes and experiences or redeem them for exclusive MasterChef branded kitchen items. tcc and Price Chopper collaborated to develop physical, digital, and experiential rewards accessible via any connected device. To accomplish this, Price Chopper worked with loyalty program provider tcc Global to create a mobile-first digital platform that gives members additional choices as to how they can redeem their AdvantEdge Rewards points. “AdvantEdge Rewards incentivizes not only bigger and more frequent baskets, but more importantly long-term loyalty and customer retention through exciting and enticing redemption options,” said Weiss, who added that the program also supports third-party partnerships, allowing customers to earn and redeem points outside the four walls of the grocery store. Meanwhile, basket-level promotions and targeted offers on items and categories create short-term incremental sales. The program’s enticing reward value drives engagement and participation. “The AdvantEdge Rewards program is designed around choice and serves as a primary reason for customers to shop our stores,” said Sean Weiss, Director of Loyalty Marketing & Analytics at Price Chopper/Market 32. Their Fuel AdvantEdge program, which was introduced in 2006, offered a discount on gas at participating Sunoco stations. Today, the much expanded AdvantEdge Rewards program not only offers points that can be redeemed for fuel and grocery discounts, but also features multiple digital redemption options, and further entitles members redemption toward exclusive branded kitchenware. The Price Chopper AdvantEdge Card and loyalty program launched more than three decades ago, and has evolved considerably over the years. ![]()
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