Harris Teeter Sweetens the Pot for Paid Subscribers

Kroger’s Harris Teeter division has introduced a new fee structure for its ExpressLane online shopping service, including free service on orders of more than $100 and tiered “members-only” incentives for shoppers who purchase an annual or monthly subscription.

The new structure accompanies a trend among retail brands to incentivize shoppers to commit to their e-commerce services and buy more from them by offering perks in return. Hy-Vee, Walmart and Ahold Delhaize’s Giant Co. are among the retail brands to have adopted such programs in recent months in the wake of explosive online growth and accompanying pressure to address the costs of assembling and delivering orders on behalf of their customers.

For Harris Teeter, the new sweeteners for a $99.95 annual fee include a 5% discount on all Harris Teeter private brand products as well as unspecified exclusive offers and discounts; double fuel points; and a reduced delivery fee of $4.95 per order. The minimum order of $25 will also be waived for paid annual subscription members.

Shoppers may also earn new perks through a $16.95 monthly subscription that offers the 5% private-brand discount, no minimum order size and double fuel points.

Harris Teeter is also introducing new fees for its non-subscription online services, waiving all shopping fees for ExpressLane orders of more than $100; it will charge $2.95 for orders between $50 and $99.99 and a $4.95 shopping fee on orders between $25 and $49.99. Previously, Harris Teeter charged a straight $4.95 shopping fee for all orders.

Harris Teeter did not specify any changes to delivery fees beyond those offered in its annual subscription. Delivery orders, where available, come with a $9.95 delivery fee for orders of $50 or more, while orders totaling under $50 have an $11.95 delivery fee.

Matthews, N.C.-based Harris Teeter, which operates stores in seven East Coast states and in Washington, D.C., operates as an independent division of Cincinnati-based Kroger. Harris Teeter established ExpressLane long before Kroger acquired the company in 2014, and the service predates most of its parent company's online shopping options. Kroger in most of its divisions has waived online shopping fees for more than a year.