Discounts And Loyalty Programs In Food Supermarkets

Maryam Ayres Author: Maryam Ayres Time for reading: ~10 minutes Last Updated: November 30, 2022
Discounts And Loyalty Programs In Food Supermarkets

Discounts - the amount by which the selling price of the product offered to the buyer is reduced, subject to the fulfillment of specific conditions. To get a discount in a grocery store or supermarket, you need to have a discount card. As practice shows, the more profitable the discount program is, the more difficult it is to get a discount card and reach the amount at which the discount will finally start to apply. Discount at

Discounts - the amount by which the selling price of the product offered to the buyer is reduced, subject to the fulfillment of specific conditions.

To get a discount in a grocery store or supermarket, you need to have a discount card . A discount card is a buyer's card with information about a point of sale, which gives the right to participate in a discount program . They can be the following:

 
  • Discount card. A card that entitles you to an instant discount of a fixed amount — usually a percentage.

  • Accumulating card for a discount. If it is a savings card , the amount of the discount depends on the total amount spent in the supermarket or network covered by this discount program .

  • Bonus card. Bank Gold Card or Coalition Program Card . It is valid in partner institutions of the bank, or in institutions united in a coalition. At the time of purchase, the customer is given an instant discount of a fixed amount.

  • Bonus accumulation card. In contrast to the accumulative discount card , they do not offer an increase in the size of the discount , but the accumulation of bonuses , with which, in principle, you can pay for the product at any time. (Bonus program for PrivatBank cards).

Also, you can get a discount thanks to the following:

  • Loyalty programs built on social activity. For example, a discount or some other bonus in exchange for check-in at Forsquare. Such programs are just beginning to develop in Ukraine, but they are already very popular in the West.

  • Coupons. This is the simplest type of discount . The nominal value of the coupon is the amount by which the price of the product is reduced. Promotions based on coupons may have restrictions on the validity period and on the portion of payment of the amount with the coupon (only part of the purchase can be paid with the coupon).

  • Certificate/Subscription. You subscribe to a product or service and then gradually spend your money, often getting an extended package of services or products at a discount .

Usually, the buyer can use only one type of discount at a time .

The last type of discount is the least convenient for the buyer . Chasing points is more likely to bring emotional satisfaction than financial gain. Often, the terms of the bonuses are limited, and their owner does not always have enough time to go to the store and choose a gift for them or decide what else to buy so that the purchase, together with the accumulated points, turns out to be profitable.

 

More about discounts

Discounts by group of buyers

  • Discounts that are given to all buyers depending on the situation or event. For example: the buyer came on a special sale day, made a large purchase, etc.

  • The discount is given to a specific group of buyers united by some characteristics. For example: discounts for students, discounts for customers with store discount cards , etc.

  • The discount is given to a specific buyer individually. For example: accumulation system - the buyer receives a discount in the store depending on the number of purchases made by him.

Conditions for providing discounts

  • Date and time of purchase, day of the week or month. This option is popular for organizing sales. Also, it allows the store to regulate the flow of customers (surcharge in the evening hours of the store, discount on working days, etc.).

  • Quantity of goods purchased. Depending on the quantity of the product, its unit price actually changes (the fifth bottle of water is free, etc.).

  • Purchase amount. Providing a discount on the amount of the purchase stimulates the buyer to make a more expensive purchase (the opportunity to purchase more goods for the same price).

  • A product, a group of products, a certain combination of products. This option is usually used to promote the product, or when it is necessary to orient the buyer to the purchase of a set of goods and services.

  • The expiration date of the product, the product's loss of quality or other consumer properties, the current relevance of the product. Such systems are extremely useful for grocery stores — they allow you to reduce the amount of written-off expired products.

  • Type of check payment by the buyer. These conditions encourage the buyer to pay for goods in a non-cash way, use certain credit cards, etc.

  • Random discount . It's a kind of lottery that I can successfully influence the choice of a specific product among a similar class (when buying a specific chocolate bar, you can get another one, etc.).

  • "Millionth buyer", "thousandth sold product" - good advertising for a new trading company or manufacturer.

Loyalty programs in food supermarkets

Silpo

When making a purchase for UAH 39.99, you are offered to get a temporary "Own Account" card , and after filling out the registration form, you can fill it out on the website and follow further instructions, or fill out a paper form that will be given to you at the cash register, and then throw it into a special box in the supermarket - you will receive a permanent customer card and additional key chains in the mail (for members of your family - this information must be specified when filling out the form). The permanent card will already have the points you have accumulated using the temporary card . When you accumulate points, you will receive bonuses and special offers on some products. The total discount will be about 1% of the purchase amount.

About one and a half million people participate in the "Own Account" loyalty program . Based on the results of the month, Silpo analyzes each customer's shopping cart, looks at what he bought, how often he came and how much he spent. As a result, he is offered a favorable offer for those products that he bought most often. For example, to get 50% off a bottle of wine, you need to buy a second bottle of the same one, then you will also get a 20% discount on cheese.

 

Glove

The "Rodyna" loyalty program operates here . To become a member, purchase a set of cards (1 main card + 3 keychains) at the supermarket checkout, tell the cashier your date of birth to temporarily activate the card . After that, you need to fill out the questionnaire, and after registration by the operator, your card will be activated for the entire period of validity of the program, and you will be able to enjoy all the benefits of the loyalty program . For each purchase, points will be added to the card — 2 UAH purchase = 1 point, and additional bonuses will be added for some products (2 points for 1 UAH purchase). For pensioners, upon presentation of a pension certificate, 2 points are always awarded for 1 UAH of purchase.

Also, the program provides gifts in the form of bonuses on the occasion of solemn events (which happened already after the activation of the card, of course): yes, you can get 10,000 points when you get married, and 8,500 points when a child is born. To accrue the bonus , you need to show the cashier relevant documents certifying the event (marriage certificate, birth certificate).

You can use points to pay for purchases: 1 point = 1 kopeck, 100 points = 1 UAH.

On the contrary

When purchasing for the amount of UAH 40 or more, you can get a temporary card , which will be replaced by a permanent one + 3 keychains after filling out the registration form. The card allows you to accumulate bonus hryvnias for purchases. Accumulation amount = 1% bonus hryvnias (for example, you will get 4.50 bonus hryvnias from a purchase of 450 hryvnias). You can get additional bonuses for buying certain products. You can pay bonuses for goods from goods when you have 20 or more bonus hryvnias on your account, 1 bonus hryvnia = 2 hryvnias in a check, you cannot pay bonuses for tobacco and alcohol.

Also, supermarkets have a pension card that gives an additional 3% discount .

 

Allowance

When making a purchase of UAH 40 or more, you can get a temporary card and a registration form, which must be filled out and left in a special box in the supermarket. 14 days after registration, you can exchange the temporary card for a permanent one at the supermarket checkout. To participants of the discount program who have accumulated 400 or more points per month, these points are converted into bonuses , which can be used for partial payment of the purchase amount (no more than, up to UAH 0.01). 100 points = 1 bonus or 1 hryvnia.

Mega Market

When making a purchase for the amount of UAH 500 or more, you can get a discount card for a 2% discount . The size of the discount may increase according to the accumulated amount — when you accumulate UAH 20,000, you will receive a 3% discount , and when you accumulate UAH 50,000, you will receive a 4% discount. The maximum amount of the discount is 5% - when accumulating UAH 100,000. The system is simple, clear and convenient, but it will take a long time to reach the maximum discount .

ECO market

When purchasing over UAH 200, you can get an ECO-3%% discount card , which will give you a 3% discount on all purchases.

 

buffet

The discount program of the supermarket can be considered the simplest. When purchasing for an amount of UAH 300 or more, which necessarily includes the own products of TM "Furshet" for an amount of UAH 30 or more, you can contact the store administration to fill out a special participant questionnaire and receive an unlimited accumulative discount card . The size of the discount will change, along with the increase in the amount of savings — from 3 to 7%. But the discount does not apply to goods whose price is regulated by the state (such as bread, meat, milk, etc.).

Auchan, Metro, ATB, Arsen

They do not have a discount program .

A large pocket

There are two systems of discounts here : accumulative and discount.

You need to make a purchase in the amount of 250 or 550 UAH, and then you will receive a 1 or 2% discount , respectively — you will receive a discount card and keychains for your family. If you received a 1% discount , you can increase it to 2% by accumulating UAH 3,000, and to 5% by accumulating another UAH 10,000. Also, you can buy a set of cards at the checkout — you can choose a card with a 1, 2 or 5% discount .

Also, the supermarket provides a savings card "For the whole family". After making a purchase in the amount of 250 and 550 UAH, you can get a card of the first or second level, respectively. Also, you can simply buy it at the checkout — here you can choose from 3 levels.

Accumulation of bonuses on such a card is carried out depending on the amount of purchases and the level of the card : on the card of the first level, 1 bonus is accrued for every hryvnia , on the second - 2 bonuses , on the third - 3. If the amount of the check exceeds 300 hryvnias, then additional bonuses are accrued . You can pay with bonuses in stores of the network (but not in all).

 

As practice shows, the more profitable the discount program is , the more difficult it is to get a discount card and reach the amount at which the discount will finally start to apply . A discount of 5-7% is the maximum discount provided by grocery supermarkets. On average, you can save 1-3% of the price of the product with the help of the loyalty program .

Don't lose your vigilance

Of course, the opportunity to get a discount is good, but in order not to fall into a trap, do not take the word of supermarkets, be guided by your own mind and calculations and remember the following:

  • Always compare the prices of a particular product at different points of sale. A discounted item in one supermarket may cost more than the same item at regular price in another.

  • Discount "3 for the price of 2" - do not be lazy to calculate the cost of the goods separately. Usually, the price of the set turns out to be even more expensive by a hryvnia or two.

  • "Economy packaging" - as in the previous case - calculate the cost yourself. If, for example, you are offered half a kilogram of a product in an economy package, then subtract the cost of 100 g of the product from the price, find a 100-gram package of this product in the store - compare. Don't be surprised if the smallest package turns out to be the most profitable.

  • Discounts on products that expire or have expired, damaged packaging, etc. - in this case, there is mostly no deception. But be careful: take such a product only if you know how you can use it without harming your health.

  • Loyalty program , discount  cards . In most cases, this is convenient. However, do not allow yourself to succumb to excitement and make unplanned purchases in pursuit of bonuses .

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