Heinz has launched its first UK loyalty scheme, The 57 Club, which earns shoppers ‘Beanz Pointz’ for each purchase.
The programme available via the FMCG giant’s direct-to-consumer website, Heinz To Home, will see customers receiving 10 points for each pound spent on the site, The Grocer reported.
Each point can then be redeemed for 1p off a qualifying purchase within 90 days of receiving it, with the site offering the brand’s staple products such as Heinz Beanz, Spaghetti Hoops, pasta sauces, soup and Tomato Ketchup.
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Additional points can be earned by completing tasks such as feedback forms and surveys.
Kraft Heinz e-commerce director, Norther Europe, Jean-Philippe Nier told The Grocer that The 57 Club will allow it to gain “valuable insights” about customers behaviours and needs.
“These can then be scaled throughout the business and shared with our retail partners.
“We expect our most passionate supporters and lovers of our brands to join the club, allowing us to both build stronger connections and have direct conversations with them.”
He added that the company is currently in the “testing and learning phase” of the loyalty scheme and will build on its offerings in the future.
This comes as earlier this month, Heinz raised its full-year profit forecast and reported “strong results,” following product price hikes.
In its first quarter results, the food company saw a 7.3% increase in net sales to £5.1 billion with organic net sales up 9.4% from the same period in 2022, as its portfolio saw price rises of 14.7%.
