Flashfood Launches Loyalty Integration to Help Retailers Deepen Customer Insights
Flashfood announced the launch of loyalty integration, allowing consumers to link retailer loyalty accounts and accumulate points within the app. Meijer is the first retail partner to implement this feature, with over 20,000 users linking their mPerks accounts within two weeks of launch. The company plans to introduce a partner portal this year, offering retailers a data analytics dashboard on customer shopping behavior.
News Summary
- Meijer is the first retail partner to enable Flashfood's newly launched loyalty points integration feature, allowing consumers to link their supermarket loyalty accounts in the Flashfood app and earn points. Flashfood CEO Jordan Schenck shared this news with Grocery Dive.
- Within two weeks of the feature's launch, more than 20,000 Flashfood users had linked their Meijer mPerks rewards accounts.
- The rollout of this feature is part of Flashfood's ongoing efforts to provide deeper customer insights to retail partners. The company also plans to launch a partner portal later this year, offering supermarket clients dashboards with shopping behavior insights and analytics, Schenck said.
In-Depth Analysis
Flashfood is working to build stronger connections between its platform and supermarket loyalty programs, at a time when consumers are seeking more ways to earn loyalty rewards.
"Through our business model—driving customers to stores for pickup—we create foot traffic and loyalty," Schenck said, noting that this feature has long been a request from Flashfood's supermarket partners.
Schenck posted on LinkedIn in late April about the launch of the loyalty integration feature with Meijer. Over the coming months, Flashfood will roll out the feature with other retailers, though Schenck did not disclose specific partners.
Supermarkets that choose to adopt Flashfood's loyalty integration feature, such as Meijer, will retain full ownership of their loyalty programs, Schenck said. The new feature provides customers with an additional way to earn points, but Schenck noted that purchases made through Flashfood do not earn points.
The rollout and integration of this feature are customized on a store-by-store basis to meet the individual needs of each supermarket's loyalty program.
According to Flashfood, consumers can link multiple supermarket loyalty accounts at once by simply adding their phone number in the app.
While the loyalty integration feature will provide supermarkets with more information about customer engagement, Schenck said the tech company is preparing to further enhance its feedback services for retail partners and aims to move beyond being just a discount grocery marketplace.
The partner portal Flashfood is building will provide retailers with dashboards containing insights and analytics, including specifics on how customers shop, store-level data, and Flashfood program performance, Schenck said.
"As we start to become a platform and data insights partner, beyond what we've always been good at—which is the marketplace... making that marketplace more precise, more efficient, and more meaningful for retailers—that's the direction we're heading," Schenck said. "A big part of that work is focused on data and the projects we're undertaking in that area."