Co-op to invest £240m in membership proposition
Co-op has announced that it will to invest more than £240m, across the next five years, into its membership program to help its customers save more.
The convenience food retailer and funeralcare provider – with more than 2,400 food stores, 800 funeral homes and 4.5 million active members – has set a new ambition to strengthen its membership offering and grow its member base by a million more members over the next five years.
As part of this major £240m investment, Co-op is introducing new and lower prices which will only be available to Co-op members and could help them to save up to £300 a year.
Members will benefit from extra money off its popular freezer filler deal – average member saving of £8 per deal – to further discounts such as £1.45 savings on its award-winning Irresistible pizzas, £1.90 savings for ready meals, wine deals to help save £5 and money off Co-op’s British BBQ lines and fresh fruit ranges this summer.
The new multi-channel campaign will launch on 19 April and will lead with the strapline ‘Members Save More’. The campaign will land with high impact POS in all of Co-op’s 2,400 stores and across its owned digital channels, including web and app. A wider campaign – including TV – will launch in May.
As a co-operative business, being a Co-op member is more than just a having a loyalty card, it gives members the chance to benefit directly, whilst also having a direct say in how their business is run. The Co-op membership enables shoppers to earn – 2p in every pound spent on own-brand products is returned to the member’s digital wallet – give – 2p in every pound spent on own-brand products helps fund thousands of community causes – and save – with member prices, personalised offers and gamification via the Co-op app.
Additionally, Co-op is also investing a further £15m this May – taking the total invested into prices over the past six months to £52m – to reduce the cost of more than 60 key lines in stores to help its members and customers during the cost-of-living crisis. Products included in this price investment include everyday lines such as fresh chicken breasts, bread and milk. The average reduction is 13 percent for those moving down, with the maximum reduction at 33 percent.
Kenyatte Nelson, Chief Membership & Customer Officer at Co-op, said: “Our members lie at the heart of our Co-op, they trade more frequently across our business areas, they create additional value, which is returned back into communities and they have a say in how our Co-op operates. For us to champion a better way of doing business, we are aiming to grow our membership base by one million over the next five years and will accompany this ambition with a compelling member-benefits programme, which will span our entire Co-op.
“Our initial member-investment will be targeted within our food business and directly supports our pure convenience strategy. Currently around 16 million shoppers visit our stores each week or trade online with us. Our ambition is that many will convert to being Co-op members, when they see the clear value this can bring to both themselves and their wider communities.”
The new member-food benefits will be followed in time by additional member-investment from the Co-op’s other business areas in funeralcare, insurance and legal services and Co-op members will also enjoy exclusive benefits – as part of a naming rights deal – to Co-op Live.
Co-op Live is the new 23,500-capacity live entertainment arena in Manchester. Co-op will offer its members pre-sale tickets before general release, hospitality experiences, the chance to win free tickets and exclusive money can’t buy experiences, backstage VIP experiences and fast-track entry-access to the arena.
Nelson, continues: “Our member prices launch is the first step in Co-op’s new membership journey and we’ll look to evolve further across all of our businesses to ensure that our members get access to the very best prices for food, insurance, legal services and funeralcare. In addition to this our members will be first in line to access tickets and a range of other benefits from Co-op Live. In making this commitment to our members, we are investing directly into our Co-op future.”
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