Food Lion’s locked in on loyalty

Dan Ochwat
Executive Editor
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At left, Neil Norman, director of customer loyalty and shopper marketing, Food Lion, accepts an award from Loyalty360.

Earning customer loyalty is a big part of the private brand strategy, and Salisbury, N.C.-based Food Lion just earned awards for its customer loyalty program and customer experience, notably how the retailer works in innovative ways to help shoppers save money.

The recognition came from Indianapolis-based Loyalty360 as part of its second annual “Best in Class” awards, presented during its 2019 conference. Food Lion’s loyalty program was recognized as being best in class in the category of “Customer Experience Strategy” and “Customer Loyalty.” The Food Lion program delivers personalized offers to members every month, utilizing data such as purchase history to fine-tune coupons and savings for shoppers. Food Lion said shoppers using the rewards program save on average about $20 each month since the “Shop & Earn” program launched,

"At Food Lion, we are dedicated to saving our customers money through our great everyday low prices, weekly Hot Sale items, and personalized loyalty programs like Shop & Earn that enhance their shopping experience," said Neil Norman, director of customer loyalty for Food Lion.

Food Lion was recognized along with one other grocer, Giant Food Stores, in its two winning categories. Earlier in the year, Loyalty360 also recognized Food Lion for its social impact on integrating customer loyalty into a charitable program called "Food Lion Feeds" that helped feed hungry families in need.

A full list of “Best in Class” winners can be found here.

Food Lion is a brand under the Ahold Delhaize USA company and leverages the Nature’s Promise, CareOne, Companion, Cha-Ching, Etos, Always My Baby, Taste of Inspirations and Food Lion private brands.