Dive Brief:
- SpartanNash has added digital coupons to Fast Lane, its e-commerce site that the company launched last year, according to a news release.
- While placing an online order for curbside pickup or home delivery, Fast Lane customers will receive a message when they add items to their cart that are eligible for digital coupons, which can be clipped and redeemed. SpartanNash’s yes loyalty accounts are linked to customers’ Fast Lane accounts to provide a seamless experience earning rewards and savings.
- Items that have eligible coupons will be flagged on Fast Lane with an “Offer Inside!” sticker to call attention to the savings. Before placing an order, customers will be presented with all available digital coupons, along with any other offers that involve the additional purchase of other products.
Dive Insight:
Electronic integration of e-commerce programs and digital offers is a next step forward for many grocery retailers. The goal is to make the shopping process, whether at-home or in-store, more seamless, personalized and convenient, which is what SpartanNash is doing with the latest upgrade to its Fast Lane system. In short, it is becoming a more compelling experience that will potentially attract and keep customers in the face of intensifying competition.
SpartanNash launched Fast Lane in July of last year. The curbside pickup is now available in 40 Family Fare Supermarkets, D&W Fresh Market, Forest Hills Foods and VG’s locations across Michigan and South Dakota. Fast Lane at-home delivery is offered at three stores in western Michigan, serving select zip codes at the Knapp’s Crossing D&W Fresh Market, Georgetown Township Family Fare Supermarket and Forest Hills Foods banners. Amazon Prime
Among SpartanNash’s competitors are Meijer, which currently uses the Shipt e-commerce and delivery program recently acquired by Target; Walmart, which has its own aggressive e-commerce program; Supervalu, which recently expanded the Instacart service to all of its stores; and Associated Wholesale Grocers, which also uses Instacart. All provide for the use of digital coupons with online ordering, and through their mobile apps.
Grocers need to focus on digital coupons, as well as ordering, because consumers have come to expect these services. A recent study by Deloitte found that 51% of grocery sales are now influenced by digital. Shopper marketing firm Valassis, meanwhile, found that nine out of 10 millennials use coupons, with a growing number of them using digital channels to redeem them.
Digital coupons and online ordering have been around for some time, but only recently have many grocers begun to integrate this service into their operations. As major players like Amazon, Kroger and Walmart move the dial on omnichannel shopping, regional and independent grocers like SpartanNash will come under increasing pressure to invest in technology that provides value and convenience for shoppers.