Southeastern Grocers ‘gasses up’ growth plans
Southeastern Grocers is accelerating its transformation efforts with its new loyalty program.
The grocery chain teamed up with Shell in July to give 100 customers in select markets within the Tampa Bay area a free tank of gas worth up to $40. In addition to the free gas, the first 100 customers were treated to "mystery gift bags" with gift cards to Winn-Dixie ranging from $5-$500. The promotions were part of a new effort to highlight SEG’s new loyalty program, called SE Grocers rewards.
The new rewards program gives customers the opportunity to earn points on purchases made at BI-LO, Fresco y Más, Harveys and Winn-Dixie stores, and redeem those points for savings on groceries and on fuel at participating Shell and other select fuel stations.
“Coming together with Southeastern Grocers to provide a great rewards program for our customers is something we are excited about,” said Todd Gulbransen, North American Loyalty Manager for Shell Retail. “We know that customers are always looking for value and great ways to be rewarded, and we are proud that the Fuel Rewards program is an additional benefit for those shopping at BI-LO, Fresco y Más, Harveys Supermarket and Winn-Dixie stores.”
The new SEG loyalty program allows customers to earn points during checkout at any Winn-Dixie grocery store that can be then redeemed for savings on groceries or savings on fuel at participating Shell or other select fuel stations. Southeastern Grocers customer rewards members who swipe their Southeastern Grocers rewards card at participating Shell-branded stations will be enrolled in the Fuel Rewards program and receive Gold Status, saving an additional five cents per gallon on every fill of up to 20 gallons.
U.S. regular gasoline retail prices averaged $2.89 gallon (gal) in June, down 1 cent/gal from the average in May. The Energy Information Administration expects that 2018 monthly average gasoline prices peaked in May and forecasts prices to decline gradually in the coming months to an average of $2.83/gal in September. EIA expects regular gasoline retail prices to average $2.76/gal in 2018 and $2.77/gal in 2019.
The SEG rewards program news comes a few months after Southeastern Grocers filed for bankruptcy, resulting in the closure of almost 100 Winn-Dixie, Harveys and BI-LO stores, as part of the parent-company’s restructuring. According to Business Insider, the stores that closed represent about 16 percent of Southeastern Grocers’ store count, with 582 locations remaining open.