SuperValu Aims to Be Leading National Loyalty Program with Bank of Ireland Partnership

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Having the number one loyalty program in an entire country might be an idealized goal for many brands, but it just may be in reach for SuperValu, which operates one of Ireland’s Real Rewards.

A new partnership with the Bank of Ireland, traditionally one of the “big four” of Irish banks, is now in place to significantly expand the reach of SuperValu’s Real Rewards.

SuperValu, Ireland’s largest grocery and food distributor, currently operates 222 stores throughout the country. For the past three decades, SuperValu has been one of the most recognizable brands in Ireland and Real Rewards has helped solidify this position.

With a reputation of offering fresh food, consistent quality service, and strong support for local food producers, SuperValue has leveraged Real Rewards to bring even more value to customers.

Real Rewards is simple to use. It allows members to collect one point for every €1 spent. Points then allow members to receive “real money” discounts. So far, the loyalty program has acquired partnerships with other various national brands including eShops, Electric Ireland, MasterChef, and more.

The new partnership with the Bank of Ireland, however, is the first time a financial organization has joined the fold.

"Financial services was one of the key areas our customers wanted us to explore in terms of new partners for our Real Rewards program as card payments are becoming increasingly popular for consumers in Ireland,” Martin Kelleher, SuperValu MD said. “As the market leader in its field, Bank of Ireland is the ideal partner for us as they are one of Ireland’s leading companies and we share a large crossover in terms of both our respective customer bases."

This partnership means members can now earn even more points through a greater range of everyday spend.

By linking their Real Rewards card to a Bank of Ireland credit card, members can collect one point for every €10 spent on purchases everywhere outside of SuperValu.

"We are delighted to work with Supervalu on this significant loyalty partnership, which is the first alliance of its kind for Irish consumers,” said Richie Boucher, Chief Executive, Bank of Ireland. “With over 470 branches and stores between us nationwide, our Supervalu partnership will benefit a considerable number of households across the country and we look forward to communicating the Real Rewards program to Bank of Ireland customers over the coming months."

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