Shaw’s drops loyalty card, plans 6 store closures

07/10/2013 01:48:00 PM
Pamela Riemenschneider

East Bridgewater, Mass.-based Shaw’s and Star Markets plans to close six underperforming stores, just after the company decided to drop its loyalty card in favor of a price lowering program.

The company reportedly plans to close stores in Fall River, Fairhaven, Stoughton and Taunton in Massachusetts and Westerly and Woonsocket in Rhode Island.

The stores had not been profitable, and the decision, according to an Associated Press article, was “guided by what is best for the company’s ongoing success and future growth.”

Shaw’s, owned by Cerberus Capital Management LC, operates 160 Shaw’s and Star Market stores in New England.

The price lowering program coincides with a new marketing campaign “You’re in for Something Fresh,” which focuses on what the company says is a “new experience at Shaw’s and Star Market.”

The campaign includes redesigned circulars and new in-store signage.

“Our new marketing campaign highlights that there is a renewed commitment to quality and service at Shaw’s and Star Market,” said Shane Sampson, president, Shaw’s and Star Market, in a news release. “We’ve reinvigorated our brand and invested significantly in our business, and this is our invitation to everyone in the region to come and check out Shaw’s and Star Market.”



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