Retail group Checkers is doubling down on its Xtra Savings rewards programme, with the group holding its first members-only sales weekend in October.
Checkers said that the sales weekend is in line with trends offered internationally, with global retailers such as Amazon offering members-only ‘Prime deals’ to customers who sign up for its rewards programme.
However, unlike other rewards programmes, Checkers said that Xtra Savings is free to use and sign up for.
“Xtra Xtra Weekend will run from 15 – 17 October 2021, and with more than 5,000 products on promotion, it will be Checkers’ biggest sales event of the year,” the group said.
“As is the case with international retailers who run annual members-only events, Checkers will offer deep discounts exclusively for Xtra Savings cardholders.”
Shoppers can expect savings of up to 50% on a wide range of top-selling items and premium products, including champagne and steak. A complete list of deals will be advertised later in the week, it said.
Increased push into the middle-market
Since launching in October 2019, Checkers said that more than eight million shoppers have now signed up for its Xtra Savings programme.
In its annual results published in September, the Shoprite group highlighted its recent success in the premium retail market – a segment typically dominated by Woolworths.
The group said that its strategy in South Africa of focusing on establishing a ‘fresh food theatre’ for its customer base continues to improve year on year.
“The success of the launch of the Xtra Savings Rewards Programme during the previous financial year in the Checkers chain has gained traction, and the 7.6 million Xtra Savings Rewards Programme customers as of 4 July 2021 contributed to the achievement of the record market share for the brands.”
Checkers, inclusive of Checkers Hyper, now operates from 268 stores in South Africa. Key to Shoprite’s push into the premium food retail segment is the new Checkers FreshX store format.
Over the past year, Shoprite said the number of stores in the Checkers FreshX format has increased to 41 from 28 stores in the prior year. The group is targeting 80 of these stores.