Albertsons Simplifies Loyalty Program with Move to Single Points Currency

Albertsons has joined the growing list of retailers revamping their loyalty programs. The supermarket chain will now use a single points currency for its “for U” program and give members two months to earn and redeem their points before they expire. Additionally, an automatic cash-off option that converts points into cash discounts at checkout will join existing point redemption options.

Albertsons, which operates banners including Safeway, Shaw’s, Acme, Jewel-Osco, Randalls and Vons, has 38 million current loyalty members, but that figure doesn’t distinguish between active and inactive members.

“Our loyal for U members are at the heart of our business, and we are continuously working to help them bring more to the table and foster lifelong customer relationships,” said Sean Barrett, Chief Marketing Officer at Albertsons Cos. in a statement. “The updated for U loyalty program delivers tremendous savings and value through a simple points-based system, ensuring that it is easier and more convenient than ever for our valued members to get rewarded for shopping with us.”

In addition to the free-to-join for U program, Albertsons offers its FreshPass paid subscription program for $99 per year, or $12.99 per month. Benefits include grocery delivery savings, points that don’t expire and double points on Albertsons’ private label brands.

Retailers across categories have been updating their loyalty programs in recent months. In 2024 alone, Carter’s, PetSmart, Target, Sunglass Hut, Staples, Lowe’s, Ulta Beauty and CVS all enhanced their programs. It’s likely that with the deprecation of third-party cookies, retailers will be relying more heavily on the first-party data that these programs allow them to collect — data that’s also critical to the operation of increasingly popular retail media networks.