Big Y Offers Rewards Card with a Fee
Big Y has launched a new savings program for its customers
on top of its current loyalty card. What makes this program different is that
to get the additional savings promised with the Silver Savings Club card, shoppers
need to pony up a $20 annual membership fee.
"It’s like a warehouse store within a traditional store program," said
Harry Kimball, Big Y’s director of database marketing, told the Hartford
Big Y’s existing Express Savings Club program is free of charge.
Shoppers receive gold and silver coins based on their purchases that can be
redeemed for discounts on specific items sold in the chain’s 61 stores. Big
Y customers present the coins at checkout to receive their discounts.
redemptions in the free program are on a one-to-one basis, members of the Silver
Savings Club may "purchase up to five of any individual item" that
has a special silver coin price.
Another benefit of the fee-based program is
consumers do not actually have to present coins to get discounts. Members of
the Silver Savings Club receive benefits on top of those offered in the Express
"The coin program is very popular, but customers asked us for a more
convenient way to do it," Mr. Kimball told the Courant.
consumers expressed interest in the new plan, others were unenthusiastic.
Wytas, a Connecticut resident who shops at both Big Y and Stop & Shop,
told the Courant, "It’s only a deal if you’re interested in the
items they have on the silver coin list."
Big Y seemed to anticipate objections
like those of Ms. Wytas. The company prints out savings associated with its
fee program on every checkout receipt. If the savings consumers receive don’t
surpass the membership fee, Big Y will refund shoppers the $20.
- Big Y Silver Savings Club Card – Big Y Foods, Inc.
Y Foods Introduces Fee-Based Discount Savings Card – Hartford Courant
Discussion Questions: What is your reaction to Big Y’s new fee-based savings program? What do you think motivated the company to offer it and do you think other grocers will follow?