How will Amazon replace Whole Foods’ rewards program?
Here today, gone — maybe not tomorrow, but pretty soon. That’s the story of Whole Foods’ rewards program. Members received an email earlier this week announcing that, “A change is on the way!”
The change referred to in the email from the organic grocery chain said that members will no longer be able to access their accounts on WholeFoodsMarket.com after May 1 and that digital coupons will no longer be available through the retailer’s app or online.
As to what’s coming next, all the email had to say was that Whole Foods was “cooking up something great with Amazon and we can’t wait to tell you about it.”
Speculation is that whatever replaces Whole Foods’ program will be tied to Amazon Prime. Amazon has already begun integrating its subscription program with Whole Foods via home deliveries in select markets through Prime Now as well as offering holders of the Amazon Rewards Visa card five percent cash back on purchases.
Prime members are some of Whole Foods’ best customers, spending an average of $1,371 at the chain on an annual basis, $306 more than non-Prime members, according to 1010data.
- A change is on the way! – Whole Foods Market
- Amazon gives Prime members another reason to shop at Whole Foods – RetailWire
- Amazon rolls out Prime Now deliveries from Whole Foods – RetailWire
- Will a national loyalty program yield rewards for Whole Foods? – RetailWire
DISCUSSION QUESTIONS: How do you think Whole Foods will replace its loyalty program? What do imagine is the reasoning behind dropping the program? Will whatever change is made be more geared to getting a bigger share of current Prime members’ retail purchases or acquiring new members?