Hy-Vee antes up more perks with Plus premium membership

Hy-Vee is adding more benefits to its online grocery membership plan with the launch of the Hy-Vee Plus premium program.

The Midwestern grocer said Tuesday that Hy-Vee Plus retains the $99 annual fee and free grocery delivery of the previous Hy-Vee Aisles Online membership but also includes free Hy-Vee Aisles Online two-hour express pickup, a personal concierge service, exclusive deals and offers, and extra fuel savings.

Customers enrolled in the Hy-Vee Aisles Online membership program will automatically be upgraded to Hy-Vee Plus at no additional cost, West Des Moines, Iowa-based Hy-Vee said.

“After listening to the evolving needs of our customers, we designed our Hy-Vee Plus premium membership,” Chairman, CEO and President Randy Edeker said in a statement. “This membership is unlike any other program in the industry and blends our greatest services — both in-store and online — into an affordable experience that brings incredible value to our customers. Our membership offers additional savings on top of our already popular Fuel Saver Perks program.”

Concierge services, including access to personal shoppers, are part of the Hy-Vee Plus benefits package. (Image courtesy of Hy-Vee)

Initial Hy-Vee Plus premium benefits, the retailer said, include free, unlimited online grocery delivery and pickup (a $9.95-per-order savings) and access to the Red Line concierge service, which enables members to consult Hy-Vee experts and personal shoppers via a designated telephone number. 

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Each month, Hy-Vee Plus members also receive special deals and offers across all areas of the store, as well as one free selected item. For example, in December, members get 20% discounts on DSW footwear, Joe Fresh apparel and in-store floral purchases plus a gift of a seasonal floral bouquet. In addition, every time members shop using their Hy-Vee Fuel Saver Perks card, they earn another three-cent Fuel Saver reward on each in-store or Hy-Vee Aisles Online purchase, on top of any Fuel Saver rewards they earn with the transaction. 

Hy-Vee customers who currently use Aisles Online and don’t have a Plus membership can continue using the service as usual, since the premium program doesn’t change any of the service offerings or fees, the company said. They can enroll in Hy-Vee Plus online at hy-vee.com/plus or at their local Hy-Vee store. To become a member, customers must have an active Hy-Vee account. The retailer also is offering Hy-Vee Plus gift cards at all stores for customers who would like to give the membership as a gift this holiday season. 

Related:Hy-Vee opening DSW footwear ‘shop-in-shops’

The Hy-Vee Plus launch reflects a recent trend of large grocer retailers serving up extra benefits to loyal customers and extend their e-commerce reach à la Amazon and its popular Prime benefits program.

For example, in March, Publix Super Markets launched Club Publix, a no-fee membership program that offers customers a bundle of digital shopping tools, advance notice of deals and discounts, exclusive savings, personalized content and other benefits. And in August, The Kroger Co. unveiled plans to go live with a digital marketplace of third-party sellers under a partnership with e-commerce provider Mirakl. Through the new service, Kroger is extending the assortment of its Ship direct-to-customer platform beyond groceries to a range of other categories, such as housewares and toys. Eligible Kroger.com orders also will be able to earn loyalty rewards, including fuel points.

In mid-September, Walmart launched Walmart , a new membership program offering unlimited free delivery from stores, fuel discounts and an array of shopping tools for $98 per year or $12.95 a month. Kroger and Albertsons Cos. also offer annual membership for online grocery orders in selected markets, and SpartanNash’s Fast Lane e-grocery service enables users to pay $49 annually or $16.95 monthly for unlimited free pickup. And earlier this month, Ahold Delhaize said The Giant Company is slated to test a new subscription program in the 2021 first quarter with an annual membership fee of less than $100, more value offers and preferential delivery time slots.