Shaw’s Ends Loyalty Program With New Campaign

WEST BRIDGEWATER, Mass. — Shaw’s and Star Markets stores on Friday will launch a new marketing campaign, introducing thousands of everyday lower prices and adopting its new parent company’s policy of offering discounts with or without a loyalty card, a spokesman told SN Wednesday.

The campaign, known as “You’re in for Something Fresh,” seeks to convey that customers are in for a new experience at Shaw’s and Star Market. Customers will see a redesigned circular and new in-store signage designed to create excitement and illustrate the company’s commitment to quality products and customer service.

As previously reported in SN, Boise, Idaho-based Albertsons, which reacquired Shaw’s and Star Market from Supervalu earlier this year, is eliminating the loyalty program at its Albertsons banner stores. Since then its Jewel-Osco and Acme banners have also unveiled plans to eliminate their loyalty prorgams.

Malvern, Pa.-based Acme Markets launched a similar strategy to Shaw’s last week, kicking off the effort with a video message from its president, Jim Perkins. Perkins said customers at Acme could expect to see cleaner stores, better service everyday low prices and a new guarantee on fresh products.

Jewel-Osco this week also launched a campaign using the same slogan and promoting savings without a card.