The loyalty cards allow customers to get a 10% discount on the retailer’s 365 Everyday Value items. Whole Foods is hoping that the loyalty card program will persuade customers to purchase more of the stores private-label line, which is where it gets around 11% of its sales from. The company added its 365 brand in 1997 and generally see larger profit margins from the line than what it does from name-brand items, reports Bloomberg.
“If it’s successful, we’ll look at rolling it out into some other markets,” Liz Burkhart, a spokeswoman for Whole Foods, told Bloomberg.
Whole Foods is also testing what it calls a “click-and-collect” system. The system allows customers to order items online, then pick them up at the nearest store.