EL SEGUNDO, CA — Fresh & Easy Neighborhood Market here, a division of UK-based Tesco, is rolling out its Friends of Fresh & Easy “thank you” loyalty card to all its 176 stores next week following a successful trial of the program at seven stores in Bakersfield, Calif.
Despite the notable success of Tesco’s Clubcard loyalty program, Fresh & Easy had avoided offering a loyalty card program since opening its initial stores in late 2007. But the card was “incredibly well-received” by customers during the trial and membership in “Friends of Fresh & Easy” — introduced in December 2008 as a news, information and coupons email program — more than doubled shortly after the card was introduced, the company said.
Fresh & Easy had originally planned to trial the card this fall and roll out the program to all stores by the end of the year.
The “Friends” loyalty card is a digital points-based program where customers can earn one point for every dollar they spend at Fresh & Easy. “Friends” can exchange their points for cash-back rewards and will receive personalized bi-weekly emails with real-time updates on points earned and targeted bonus point coupons.
“We wanted to create a 21st century program to thank our most loyal customers and friends,” said Fresh & Easy Chief Executive Officer Tim Mason, in a statement. “We’re excited to bring the new Friends program to all our stores next week.”