ShopRite Launches Parent Resource

CAROL ANGRISANI

ELIZABETH, N.J. — A new shopper rewards program at ShopRite is part of a larger effort to create an online parenting network.

Anchored by a loyalty program that awards DVDs, ringtones and other prizes based on product purchases, ShopRite Family (www.shoprite.com/family) also includes parenting content. Online surveys, polls and message boards will be added soon.

“We're working toward creating a community,” Karen Meleta, spokeswoman for ShopRite, part of the Wakefern Food Corp., told SN.

Following a soft launch the week of April 6, stores began promoting ShopRite Family the week of April 12.

Content provided by sponsor manufacturers and ShopRite's corporate dietitian currently ranges from kid-friendly recipes like salsa chicken quesadillas to healthy portion sizes.

“The site will provide ongoing information for raising healthy families,” she said.

The main focus of the MyWebGrocer-operated site is a rewards program aimed at families. Shoppers can enroll online by entering personal data, including their loyalty card number. They accrue points based on purchases of participating items from Kraft, Kellogg, ConAgra, Unilever and nine other suppliers. Additional companies are expected to join.

One point is awarded for each dollar spent on a participating item. Points can be redeemed at an e-store catalog for gift cards, music downloads, ring tones, movie tickets, Redbox DVD rentals and other rewards. Rewards can be redeemed starting with 75 points.

“ShopRite Family is a combination of information as well as rewards,” Meleta noted.

Points are earned during four annual collection cycles. The current period started April 8 and ends Aug. 1. Points can be redeemed from April 8 through Aug. 29.

ShopRite Family replaces Scrunchy's Bunch Kid's Club, a loyalty-card-based program that automatically entered shoppers into sweepstakes based on product purchases.

ShopRite Family differs from Scrunchy's Bunch in that it is more heavily focused on parents, according to ShopRite.

All Scrunchy's Bunch participants were automatically enrolled in ShopRite Family. Scrunchy's Bunch points cannot be transferred to ShopRite Family accounts.