Most grocery store loyalty programs are simple and public. You sign up for a card or an app, and you get access to the same weekly sales as everyone else. However, a few retailers operate a much more secretive and exclusive type of rewards program. These programs have hidden tiers, unpublished perks, and invitation-only benefits. They are designed to identify and reward the store’s most valuable “super-customers.” Here are nine of the most secretive and exclusive loyalty programs you may have never heard of.
1. The Kroger “Plus” and “VIP” Tiers
The standard Kroger Plus card is just the beginning. The company uses its vast amount of customer data to identify its highest-spending and most loyal shoppers. It will then secretly flag their accounts as “Plus” or “VIP.” These customers will then begin to receive exclusive, high-value digital coupons and free item offers in their app that are not available to the general public.
2. The Whole Foods “Secret” Prime Member Deals
While the Amazon Prime member deals at Whole Foods are well-known, the company also uses its data to send out secret, targeted offers. An employee might be given a special QR code that they can scan at the register to give a surprise discount to a high-value customer. The company also sends out unpublished, personalized coupons to Prime members based on their past purchase history.
3. The Publix “Club Publix” Personal Offers
The Club Publix program in the Southeast is another example of a highly personalized and secretive system. The program’s main benefit is the personalized set of coupons that it sends to each member every week. These offers are based on your specific shopping habits. This means that a high-spending customer will receive a much more valuable and relevant set of deals than a more casual shopper.
4. The H-E-B “Partner” Program
The Texas-based chain H-E-B is famous for its passionate employees, whom it calls “partners.” One of the secret perks of being an H-E-B employee is access to a special discount card. This card gives them a significant discount on all of the store’s private-label products. This is a powerful and very secretive loyalty program that is reserved for the company’s own staff.
5. The “Invitation-Only” Warehouse Club Memberships
Warehouse clubs like Costco and Sam’s Club have their standard membership tiers that are open to everyone. However, they also have a secret, invitation-only tier that is reserved for their highest-spending business and executive members. This tier comes with a variety of unpublished perks. This can include a dedicated customer service line and special access to high-end products.
6. The Harris Teeter “e-VIC” Program
The Harris Teeter loyalty program, called e-VIC, is built on a foundation of secrecy. The program tracks your purchases. It then automatically loads personalized, “your price” discounts onto your loyalty card for the items you buy most frequently. This means that every single customer in the store is paying a different price for the same item, a highly secretive form of personalized pricing.
7. The Safeway “Just for U” Program
The Safeway “Just for U” program, which is also used by other Albertsons-owned chains, is another example of a deeply personalized system. The deals and the coupons that you see in your app are based entirely on your personal shopping history. A person who buys a lot of organic produce will see a completely different set of offers than a person who buys a lot of junk food. The program is a secret conversation between the store and each customer.
8. The Target “Circle” Bonus Offers
The Target Circle program is open to everyone, but it has a secret, targeted component. The app will frequently send out “bonus” offers that are only available to specific customers. This might be an offer to “earn a $10 gift card if you spend $50 on food.” These bonus offers are not sent to every member. They are a secret reward for the store’s most engaged and highest-spending shoppers.
9. The Fresh Market “Ultimate Loyalty Experience”
The premium grocery chain The Fresh Market has a tiered loyalty program. The highest, and most secretive, tier is the “Friend of the Market” level. This is an invitation-only status that is given to the chain’s top customers. It comes with a number of unpublished perks. This includes a dedicated customer service line and invitations to exclusive, in-store tasting events.
The Inner Circle of Savings
The modern loyalty program is no longer a one-size-fits-all system. It is a sophisticated tool for data analysis and customer segmentation. The most secretive of these programs is designed to create a feeling of exclusivity and to provide a special, hidden reward for the store’s best customers. They are a sign that in the world of modern retail, not all shoppers are created equal. The best deals are often the ones that you can not see.
Are you a member of any of these loyalty programs? Have you ever received a secret, personalized offer from a store? Let us know your experience!
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