A&P's Waldbaums drops loyalty card

A&P's Waldbaums dropped its loyalty card as part of the grocer's overarching strategy to offer lower everyday pricing on frequently purchased items and private label brands.

The new program will be implemented at the chain's 48 stores in metro New York and Long Island, reported Supermarket News.

Loyalty cards will still be employed in Pathmark, A&P and SuperFresh stores.

The products with newly reduced prices are now marked with tags labeled, "We've priced it right." Other price reductions can be found in a weekly sales circular or a coupon book.

Waldbaums is not the first supermarket to make this move. Albertsons dropped its loyalty card last year. However, less than 10 months later, Albertsons-owned Market Street revamped its loyalty program to include a mobile app.

The idea to bring everyday lower prices to consumers and toss out loyalty cards may backfire on grocers. A recent study found that loyalty programs are still a driving force for customers and 69 percent of shoppers said they would switch brands to earn points.

For more:
-See this Supermarket News article

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