Southeastern Grocers
The ChallengeSoutheastern Grocers needed to replace a fragmented legacy loyalty ecosystem serving four grocery brands, 575+ stores, and millions of active customers.
The challenge was to migrate existing accounts, rewards, and customer data onto a modern platform without disrupting the customer experience.
Our ROleWe defined the product and migration strategy for a unified loyalty platform, creating a reusable experience across four brands while guiding millions of customers through the transition.
Modernizing Loyalty at Scale
We designed and launched a unified, real-time loyalty platform connecting rewards, digital coupons, promotions, and fuel savings through a single customer profile.
The platform replaced fragmented legacy experiences with one scalable foundation serving millions of customers across Winn-Dixie, BI-LO, Harveys Supermarket, and Fresco y Más.
| Scope | |
|---|---|
| Partners | Product, Marketing, Engineering, Executive Leadership | Responsibilities | Product Strategy, Migration Strategy, UX Research, Customer Journey Mapping, Product Design, Design Systems, Cross-functional Collaboration |
| Outcome | Migrated millions of loyalty customers across four brands onto a unified platform, creating a scalable foundation for rewards, personalization, and future growth. |
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4 Grocery Brands
Preserved each brand’s unique identity while standardizing the underlying customer experience and platform architecture.
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575+ Stores
Launched the new loyalty platform simultaneously across 575+ stores and four grocery brands.
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5+ Million Shoppers
Across Winn-Dixie, BI-LO, Harveys Supermarket, and Fresco y Más, 5+ million customers are using and loving their rewards points.
Build Once & Scale Across Brands
We created a reusable loyalty framework that could adapt across Winn-Dixie, BI-LO, Harveys Supermarket, and Fresco y Más.
A shared design system and white-label architecture allowed each brand to maintain its identity while reducing the effort required to design, build, and maintain the platform.
Make Migration Simple
Moving millions of customers onto a new loyalty platform required making a complex migration feel simple.
We mapped enrollment and account-management journeys across web, mobile, in-store, and automated phone channels, helping customers find existing accounts, preserve rewards, and transition to the new program with minimal friction.
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Results That Matter
The new loyalty platform successfully transitioned millions of customers while protecting existing rewards and enabling future personalization and growth.
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575+ Stores Migrated
Launched the new loyalty platform simultaneously across 575+ stores and four grocery brands.
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5+ Million Customers Migrated
Migrated 5+ million customers across four grocery brands while supporting continued access to accounts, rewards, and loyalty benefits.
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15-20% Greater Household Savings
Integrating Shell fuel rewards gave customers a direct path to redeem points at checkout or the pump, increasing household savings by 15% to 20% compared with legacy shopping behaviors.
