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AdWeek reports that "online grocery shopping company FreshDirect has appointed BAM Strategy, a Montreal-based digital agency, as a strategic partner to build the company’s first-ever loyalty program. The goal of the project is to attract new customers and provide more value to existing ones, while also driving sales and retention."

According to the story, "BAM Strategy will be responsible for successfully creating and launching a redesigned loyalty program for FreshDirect customers, which will include conducting customer research that will help with content and analytics strategy, as well as branding for the program. BAM Strategy will also audit FreshDirect’s current programs to better understand where there may be opportunities to expand into loyalty for consumers.

KC's View:

I'm confused.

Isn't FreshDirect largely owned by Ahold Delhaize?  Don't the US chains also owned by Ahold Delhaize also have loyalty programs?  Shouldn't they all be integrated, as opposed to being siloed off from each other?

Just asking.