Big Y updates loyalty program to offer more flexibility

Big Y Foods has revamped its myBigY Rewards loyalty program to offer shoppers more flexibility in the way they use their rewards points.

It also appears to compete more directly with the Stop & Shop GO Rewards program offered by Big Y’s main rival in the region.

For every dollar spent at any Big Y Supermarket location or Big Y Express Fresh Market, shoppers earn one myRewards point, which can be accumulated for discounts on groceries at checkout, discounts on gas at the fuel pump at Big Y Express gas stations, and free products.

“We are continuously exploring new ways to bring value to our shoppers through personalized offers, digital coupons and weekly sales,” said Sarah Steven, VP of marketing at Springfield, Mass.-based Big Y, which operates 70 supermarkets and 13 c-stores in Massachusetts and Connecticut. “We are excited to now launch myBigY Rewards, giving us one more way to reward and thank our customers for their continued loyalty to Big Y.”

The rewards can be redeemed as follows:

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As shoppers accumulate points, they can access their myBigY Rewards account to allocate points in any amount they choose toward each of the specific rewards. The rewards program can be accessed either online or in the Big Y app, or via screens at the service counters in stores.

Big Y previously had a loyalty program called Express Savings Club through which shoppers could earn silver or gold “coins” that could be redeemed for discounts on certain products. It also had a paid Silver Savings Club that offered bigger discounts in exchange for a $20 annual fee.

The multi-level coins programs were phased out over the years, according to a report on MassLive.com.

A Big Y spokesperson could not be reached for further comment.

The new myBigY Rewards program is similar to the program offered by Stop & Shop, a division of Ahold Delhaize. Last month Stop & Shop announced changes to its GO Rewards that extend the expiration date for rewards points to the end of the following calendar month, rather than the previous, 30-day rolling expiration. The new expiration policy becomes effective Oct. 1.

Big Y said its rewards points expire after six months.

Both programs allow customers to accumulate points that can be redeemed for groceries, gas or free products. Stop & Shop partners with Shell gas stations to offer fuel discounts, and also offers increased savings opportunities for items purchased online.