After resisting the idea for over 30 years, Whole Foods Market Inc., is testing a rewards program in its store in Princeton, New Jersey, this month and will expand the trial to Philadelphia later this year, Michael Silverman, a Whole Foods spokesman, said in an e-mail. The company expects to introduce a national rewards program by late 2015.
While other grocery chains have had rewards and loyalty programs in place for years, the largest natural-goods retailer in the U.S. is just getting started. Austin, Texas-based Whole Foods recently lowered prices, especially on produce, to better compete with large competitors, such as Kroger Co. and Wal-Mart Stores Inc., that are selling more natural and healthy fare.
Whole Foods customers will be able to earn points that can be redeemed for discounts and store experiences, such as cooking classes, Silverman said. The trial period will last about six to eight months.
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