FreshDirect Selects BAM Strategy to Launch its New Loyalty Program

By Kyle O'Brien 

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.

The appointment followed a competitive review conducted by FreshDirect’s Marketing Team.

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.


“We have been giving our customers a premium shopping experience for 20 years and as we look to the future, I am excited to work with BAM Strategy to take our engagement with our shoppers to a new level,” said John MacDonald, chief marketing officer, FreshDirect in a statement. ”BAM is a key partner in helping us develop a new robust value platform which will enable more insightful, rewarding, and personal connections for the lives our customers lead.”

The agency will begin the work to revamp the program effective immediately, with the new loyalty program is expected to launch in early 2023 and a hope by the agency that the contract extends beyond the launch of the program.

“We all know that groceries are essential to our daily lives, but in the last two plus years, we learned that access to and delivery of those deliveries are more important than ever,” said Xavier Picquerey, managing director of BAM Strategy in a statement. “When FreshDirect first came to us with this opportunity, we knew it was the right fit because we are committed to serving communities, and loyalty programs ultimately do just that. We are very much looking forward to bringing this project to life in the very near future.”