Hannaford Launches Loyalty Program With 2% Reward on Private Brand

    Ahold Delhaize owned Hannaford Supermarkets announced this week the launch of My Hannaford Rewards, a new of grocery store loyalty program that adds rewards for private brand products and leaves prices untouched.

    Shoppers who choose to participate earn a 2% reward on every store brand item purchased — including fresh meat, seafood and deli items, as well as thousands of packaged products across the store. About 5,200 fresh and center-store items qualify for rewards in an averaged-sized Hannaford store. Shoppers also will receive personalized coupon offers for the national- and regional-brand products they buy.

    Earlier this year, Hannaford launched My Hannaford Rewards among associates and as a pilot in 11 stores around Burlington, Vt.  In each case, enrollment and use of the program far surpassed expectations, as participants enjoyed the benefits of regularly shopping with My Hannaford Rewards.

    The 2% reward applies to all Hannaford, Taste of Inspirations, Nature’s Place, Home 360, Cha-Ching, Etos, Companion, CareOne and Healthy Accents products.

    Customers also receive personalized coupon offers for national- and regional-brand products on a regular basis, reducing the price of those items at the time of purchase.

    “My Hannaford Rewards is a new way to thank customers, with a 2% reward on private brand items and coupon offers that are meaningful to them as individuals,” said Hannaford President Michael Vail. “The things that people love about Hannaford – including great fresh food, low everyday prices and excellent service – are our foundation.  My Hannaford Rewards builds on that to provide customers with additional benefits for the shopping they do each week.”

    The program is different from traditional supermarket loyalty programs because in-store prices remain the same for all customers whether they enroll in My Hannaford Rewards or not. By contrast, club models or two-tiered loyalty programs require customers to subscribe to access a better level of store pricing.

    My Hannaford Rewards has been launched in all 181 Hannaford stores across the Northeast. As an additional “thank you” for participating in My Hannaford Rewards, the first 400,000 customers who sign up will receive free-grocery offers.

    It is easy to join and easy to use.  Customers can sign up in one of three ways:

    • Download the app from iTunes or the Android App Store and use it as your gateway to sign up for the program, and to access the many benefits of My Hannaford Rewards.
    • Go to Hannaford.com and sign up right through the website.
    • Visit any Hannaford store, where you can sign up in person.

    Users earn rewards every time they shop by scanning their app or entering their phone number at the register. These rewards may be redeemed quarterly, with the total earned being deducted from the customer’s bill during their next shopping trip.


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    Christopher Durham
    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.