Ahold Delhaize-owned Hannaford Supermarkets has announced the launch of “My Hannaford Rewards,” described as “a new program that offers shoppers personalized rewards and special offers on the foods they buy most often.”

Shoppers will “earn 2% rewards on the purchase of all private brand items,” including meat, seafood, packaged produce, deli items, and center store products. Rewards can be redeemed quarterly, and shoppers will “receive ongoing, personalized coupons.”

Customers are able to sign up online, or via the new the My Hannaford Rewards mobile app, which allows them to track rewards and redeem offers; to earn and redeem rewards and offers, shoppers can scan their phone or enter their phone number at checkout.

Hannaford emphasizes that “there’s no tiered pricing as part of this program. Hannaford’s low prices are still available to all of our shoppers - and not exclusively for those who have a My Hannaford Rewards account.”

KC's View: To me, this is an extremely important move by Hannaford - enrolling customers in a program like this means that the company will be able to track - and, more importantly, respond to - customer behavior. I had a chance to chat with company president Mike Vail the other day, and he noted that this wasn’t prompted by the Amazon purchase of Whole Foods, which we agreed is likely to result in Whole Foods doing a much better job of building a loyalty program (likely tethered to Amazon Prime membership); Vail said that this project has been in development for a long time.

The reality is that retailers need to have as much specific, actionable information about their customers as possible … and then have to act upon it.