Harris Teeter dangles incentives for online grocery subscription – Supermarket News

Harris Teeter has ushered in an incentive-laden subscription option as part of a new fee structure for its ExpressLane Online Shopping service.

The Matthews, N.C.-based grocer, part of The Kroger Co., said yesterday that going forward it will waive the service fee on all ExpressLane pickup and delivery orders over $100 and offer a tiered service-fee structure of $4.95 for orders of $25 to $49.99 and $2.95 orders of $50 to $99.99.

Before the change to an order value-based approach, a $4.95 service fee was applied to all online grocery orders, which require a minimum purchase of $25.

Harris Teeter said it also will waive the service fee on ExpressLane orders for shoppers ages 60 and older on Thursdays from 9 a.m. to 2 p.m. and offer $4.95 delivery during that time span.

ExpressLane Delivery service, not offered through all stores, carries an additional cost. On top of the service fee, delivery orders include a $9.95 delivery fee for purchases of $50 or more and an $11.95 fee for orders less than $50.

Meanwhile, Harris Teeter shoppers can receive new member-only incentives by purchasing an annual or monthly ExpressLane subscription. The memberships cost $99.95 for an annual subscription and $16.95 for a monthly subscription.

ExpressLane annual subscription members get the $25 minimum order restriction waived plus a half-price delivery fee of $4.95. Members also receive exclusive discounts and offers, double fuel point rewards and 5% off purchases of Harris Teeter-brand products. Monthly ExpressLane enrollees get the $25 minimum order waiver, double fuel points and 5% discount on Harris Teeter-brand items.

Harris Teeter’s subscription incentives reflect a trend of grocery retailers trying to lock up followings of loyal, omnichannel shoppers via membership programs, à la Amazon’s successful Prime customer benefits plan, which also extends to the e-tail giant’s Whole Foods Market subsidiary. Retailers now offering or piloting such options include Walmart (Walmart+), The Kroger Co. (Delivery Savings Pass), Albertsons Cos. (Unlimited Delivery Club), Publix Super Markets (Club Publix), Ahold Delhaize USA’s The Giant Company, Hy-Vee (Hy-Vee Plus) and SpartanNash (Fast Lane), among others.

Along with ExpressLane, Harris Teeter partners with Shipt and Instacart for same-day online grocery delivery. Overall, the chain operates about 250 stores in North Carolina, South Carolina, Virginia, Georgia, Maryland, Delaware, Florida and the District of Columbia.

Related Posts

Read also x