Market 32 and Price Chopper have lowered everyday prices on more than a thousand grocery essentials and overhauled the AdvantEdge Rewards program to pay cash value instead of points. The two-pronged value campaign is rolling out at the grocer’s 128 stores this fall.
AdvantEdge, which the Schenectady, New York-based grocer has built out for nearly two decades with points multipliers, gamified promotions and redemption options, pivots from its points-based system to show rewards as dollars, with receipts displaying the cash value earned; 515 points appearing as $5.15, for example. Through Nov. 7, members earn 2 percent back on nearly everything, double the program’s normal savings rate, with every reward applied as savings on a future shopping trip.
“We know that now more than ever, our customers are looking to make their grocery budgets go further, and we’re excited to roll out this campaign to help them find the best of what we have to offer at the very best prices,” said Blaine Bringhurst, president of Market 32 and Price Chopper. “Our goal of making it easier to save was also the inspiration for the shift from points to dollars with our AdvantEdge Rewards program. It’s a reflection of Market 32 and Price Chopper’s commitment to helping customers see and feel the difference each time they shop with us.”
Everyday items key
The price reductions cover more than a thousand everyday staples spanning breakfast, lunch, dinner and snacks, timed to the stretch when back-to-school, football season and holiday preparation strain grocery budgets. Shoppers can spot the reductions on bright yellow “new lower price” tags, a design inspired by the promotional branding Price Chopper used in its sale campaigns decades ago, and the grocer’s weekly ads will layer in deep cuts and market-leading deals revealed each week.
The campaign includes a dedicated landing page, digital videos, display ads and social content, with store teammates available to field questions.
“We remain committed to finding more ways to provide our customers with meaningful value, especially as we head into the busy holiday season,” Bringhurst added.
Founded by the Golub family in 1932, Market 32 and Price Chopper operate 128 supermarkets with more than 15,500 teammates in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire.
Related: Market 32/Price Chopper Launch Campaign To Drive Digital Engagement