Online-delivery grocer FreshDirect to launch its first loyalty program

It's one thing to get fresh produce customers, and it's another to keep them week after week, day after day.

FreshDirect is starting its first loyalty program to increase the chance that shoppers will stick with the Bronx, N.Y.-based company, which has trucks deliver fresh produce and other groceries directly to shoppers’ homes across the New York, Philadelphia and Washington D.C. metropolitan areas.

The company, which began in 2002 as one of the early online grocery delivery services in the U.S., chose BAM Strategy, Montreal, to help create this loyalty program after a competitive review, according to a news release.

The digital marketing agency will conduct customer research that will help with content and analytics strategy, as well as branding for the program. BAM will audit FreshDirect’s current programs for opportunities to expand consumer loyalty.

“We have been giving our customers a premium shopping experience for 20 years, and as we look to the future, I am excited to work with BAM Strategy to take our engagement with our shoppers to a new level,” FreshDirect Chief Marketing Officer John MacDonald said in the release.

Related: How online grocery FreshDirect will deliver on its 20th anniversary

Part of the Ahold Delhaize family of companies, FreshDirect sources fresh produce and specialty items, as well as meat and fish, through direct relationships with suppliers, growers and farmers.

FreshDirect’s new loyalty program is expected to launch in early 2023.

“We all know that groceries are essential to our daily lives, but in the last two plus years, we learned that access to and delivery of those deliveries are more important than ever,” BAM Managing Director Xavier Picquerey said in the release.

More news: Online grocery delivery firm FreshDirect hires Curiosity for brand refresh