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FreshDirect hatches plan to revamp loyalty program

E-grocer taps digital agency to build and launch new platform

Russell Redman

August 5, 2022

2 Min Read
FreshDirect_delivery_truck-NYC_1.jpg
FreshDirect has as retained BAM Strategy to develop the customer loyalty program, expected to roll out next year.FreshDirect

Online grocer FreshDirect has placed an order for a redesign of its customer loyalty program.

New York-based FreshDirect, part of Ahold Delhaize USA, said yesterday that it has retained BAM Strategy, a Montreal-based digital agency, to revamp the program. The e-grocer noted that it appointed BAM to build a new loyalty plan after a competitive review by the FreshDirect marketing team.

Plans call for BAM to start work immediately and the new FreshDirect loyalty program to launch in early 2023.

“We have been giving our customers a premium shopping experience for 20 years and as we look to the future, I am excited to work with BAM Strategy to take our engagement with our shoppers to a new level,” John MacDonald, chief marketing officer at FreshDirect, said in a statement. “BAM is a key partner in helping us develop a new, robust value platform, which will enable more insightful, rewarding, and personal connections for the lives our customers lead.”

BAM Strategy will be responsible for creating and launching the loyalty program for FreshDirect customers. That includes conducting dynamic customer research that will help with content and analytics strategy and branding for the program. FreshDirect said BAM also will audit its marketing programs to find more opportunities to expand into loyalty for consumers.

Related:FreshDirect to celebrate 20th anniversary of its launch

“We all know that groceries are essential to our daily lives, but in the last two-plus years, we learned that access to and delivery of those deliveries are more important than ever,” commented Xavier Picquerey, managing director at BAM Strategy. “When FreshDirect first came to us with this opportunity, we knew it was the right fit because we are committed to serving communities, and loyalty programs ultimately do just that. We are very much looking forward to bringing this project to life in the very near future.”

Marking its 20th anniversary this year, FreshDirect delivers directly to customers in selected markets in seven states, including New York, New Jersey, Connecticut, Pennsylvania, Delaware, Maryland and Virginia. Its key metropolitan markets include New York City, Philadelphia and the District of Columbia. The online grocer operates primarily through a 400,000-square-foot automated fulfillment center and campus in the New York City borough of the Bronx.

About the Author

Russell Redman

Senior Editor
Supermarket News

Russell Redman has served as senior editor at Supermarket News since April 2018, his second tour with the publication. In his current role, he handles daily news coverage for the SN website and contributes news and features for the print magazine, as well as participates in special projects, podcasts and webinars and attends industry events. Russ joined SN from Racher Press Inc.’s Chain Drug Review and Mass Market Retailers magazines, where he served as desk/online editor for more than nine years, covering the food/drug/mass retail sector. 

Russell Redman’s more than 30 years of experience in journalism span a range of editorial manager, editor, reporter/writer and digital roles at a variety of publications and websites covering a breadth of industries, including retailing, pharmacy/health care, IT, digital home, financial technology, financial services, real estate/commercial property, pro audio/video and film. He started his career in 1989 as a local news reporter and editor, covering community news and politics in Long Island, N.Y. His background also includes an earlier stint at Supermarket News as center store editor and then financial editor in the mid-1990s. Russ holds a B.A. in journalism (minor in political science) from Hofstra University, where he also earned a certificate in digital/social media marketing in November 2016.

Russell Redman’s experience:

Supermarket News - Informa
Senior Editor 
April 2018 - present

Chain Drug Review/Mass Market Retailers - Racher Press
Desk/Online Editor 
Sept. 2008 - March 2018

CRN magazine - CMP Media
Managing Editor
May 2000 - June 2007

Bank Systems & Technology - Miller Freeman
Executive Editor/Managing Editor
Dec. 1996 - May 2000

Supermarket News - Fairchild Publications
Financial Editor/Associate Editor
April 1995 - Dec. 1996 

Shopping Centers Today Magazine - ICSC 
Desk Editor/Assistant Editor
Dec. 1992 - April 1995

Testa Communications
Assistant Editor/Contributing Editor (Music & Sound Retailer, Post, Producer, Sound & Communications and DJ Times magazines)
Jan. 1991 - Dec. 1992 

American Banker/Bond Buyer
Copy Editor
Oct. 1990 - Jan. 1991 

This Week newspaper - Chanry Communications
Reporter/Editor
May 1989 - July 1990

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