Grocery editor Bill Schiffner recently had a chance to chat with Neil Norman, head of loyalty and CPG marketing partnerships at Food Lion, to talk about the company’s customer programs and why they are so important to building customer loyalty.
Why are digital grocery rewards programs resonating with today’s customers?
NORMAN: Digital grocery rewards programs are resonating because they align with how customers shop today — focused on convenience, flexibility and value. Customers want to save without adding extra steps to their routine.
The Food Lion MVP program allows customers to save on top of everyday-low prices across its 10-state footprint. When customers create a digital MVP account, they can earn rewards on purchases, load exclusive digital coupons and activate Shop & Earn monthly rewards. With Shop & Earn, the experience is simple. Customers can activate offers, track progress and redeem rewards through the app or online, whether they’re shopping in-store or ordering through Food Lion To Go.
Personalization is also key. Offers are based on what customers are already buying, while also introducing new items or categories. That combination of ease, relevance and value continues to drive engagement.
What role does Shop & Earn play in supporting local families experiencing food insecurity?
NORMAN: Shop & Earn gives customers a simple way to support their communities through everyday shopping. Customers can choose to donate their earned rewards to Food Lion Feeds, our hunger-relief platform dedicated to ending food insecurity across our 10-state footprint. Because the donation is built directly into the Shop & Earn program, it’s easy for our customers to participate. This reflects Food Lion’s culture of care and our ongoing commitment to nourishing the towns and cities we serve.
What are some of the key trends Food Lion is seeing in digital coupons, app usage and customer retention?
NORMAN: We’re seeing continued growth in digital engagement, with more customers using the Food Lion app and digital accounts to plan trips, activate offers and track savings. Shop & Earn is a key driver of that engagement. In 2025, the program reached 1 million active and engaged customers, highlighting the scale of participation in a monthly program that requires active involvement. We’re also seeing strong retention, with customers consistently returning to the program month over month, whether they’re shopping in-store or online.
What is your overall retention rate, and why has it been so successful?
NORMAN: The Shop & Earn program maintains an industry-leading retention rate, which reflects how consistently customers are engaging month over month. Its success comes down to simplicity, relevance and value. The program is easy to use, the offers are based on what customers are already buying, and the savings are meaningful. That combination keeps customers engaged and coming back each month.
How has the program evolved since it was first introduced?
NORMAN: Since launching in 2018, the Shop & Earn strategy has evolved based on how customers shop and how they want to save. One of the biggest strengths of the program is that rewards are tied to individual purchase behavior, so customers are earning savings on the items they already buy.
Over time, we’ve expanded the program to make it more flexible and accessible. In 2020, we introduced the option to donate Shop & Earn rewards to Food Lion Feeds, our hunger-relief platform. We also integrated Shop & Earn into Food Lion To Go Pickup and/or Home Delivery, so customers can earn and redeem rewards whether they’re shopping in-store or -online.
Customers can also track their savings in one convenient place through the MVP Wallet, available online or in the Food Lion app. Within the MVP Wallet, they can view redeemed Shop & Earn rewards, redeemed coupons and year-to-date MVP savings.
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