Whole Foods Market Inc. (WFM), facing intensifying competition from organic and natural-food chains, is testing a loyalty program that gives customers a 10 percent discount on its “365” private-label line of groceries.
America’s largest purveyor of natural foods is testing the the Hello 365 loyalty program in eight stores in Illinois, Indiana and Florida, Liz Burkhart, a spokeswoman for the Austin, Texas-based company, said in an interview. She said the program will encourage shoppers to try more 365 Everyday Value items, which include cereal, vitamins, milk and frozen pizza.
“If it’s successful, we’ll look at rolling it out into some other markets,” Burkhart said. She later said there are no current plans to take the program beyond the test markets.
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