Big Y Launches Fee-Based Rewards Card

JON SPRINGER

SPRINGFIELD, Mass. — Big Y Foods here has launched what it's calling a "revolutionary concept" in shopper loyalty — a discount/rewards card with a $20 annual fee.

In the new program, "Silver Savings Club" cardholders will receive discount pricing on hundreds of items throughout the store and be able to purchase up to five items at special prices currently available on Big Y's Express Rewards "silver coin" program without needing to redeem a coin, officials said. Members also are entitled to discounts at more than 70 area gas stations and discounted movie tickets purchased at Big Y stores.

The program was tested in seven Connecticut stores and officially launches at all 61 Big Y stores Thursday. Clare D’Amour-Daley, a spokeswoman for Big Y, told SN the program would simplify Big Y's current rewards program while also creating the opportunity for additional savings and loyalty for members.

"We were trying to think of a way to reward loyalty and make the [rewards] process simpler," she said, "and thought could we sweeten the deal with a more exclusive membership."