Food Lion: Keeping Customer Loyalty and the Customer Experience at the Forefront

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Founded in 1957 in Salisbury, N.C., Food Lion has spent over six decades delivering fresh and affordable products to its customers. With over 82,000 Food Lion associates serving more than 10M customers each week, the brand’s 1,108 store locations span a 10-state operating footprint in the Southeast and Mid-Atlantic regions of the U.S.

A part of the Ahold Delhaize USA family of brands and supported by partners at Peapod Digital Labs, Food Lion prioritizes listening to customers in order to deliver fully on its brand strategy while celebrating its “Count On Me” company culture. All efforts are designed to improve Food Lion customers’ emotional connection to the brand.

The company also places an emphasis on serving local towns and cities through Food Lion Feeds and its partnerships with community food banks, working to alleviate hunger as part of the brand’s commitment to corporate social responsibility efforts. The brand’s current goal is to provide 1.5B meals to individuals and families experiencing hunger by the end of 2025.
Mark Johnson, CEO of Loyalty360, spoke with Neil Norman, Director of Loyalty & CPG Marketing Partnerships at Food Lion, about its dynamic MVP Program, the brand’s “Count On Me” culture, and keeping efforts focused on the customer experience.

Kapitler

1. Intro (00:00:05)

2. Tell us about you (00:00:32)

3. Overview of Food Lion (00:01:23)

4. Shop and Earn Loyalty Program benefits (00:02:54)

5. Food Lion's successes (00:04:08)

6. What requirements remain in place to maintain a high level of excellence (00:05:13)

7. Employee engagement and training (00:06:18)

8. Voice of Customer Feedback (00:07:36)

9. Loyalty programs you admire (00:08:37)

10. What can Loyalty360 do to help you (00:09:31)

11. Quick-fire Questions (00:10:27)

12. Outro (00:12:02)