Harris Teeter inaugurated an incentive subscription option as part of a new fee structure for its ExpressLane Online Shopping service.
Matthews, NC, a grocer who is part of The Kroger Co., said yesterday that he will waive the service fee on all ExpressLane pickup and delivery orders above $ 100 and offer a service fee structure staggered from $ 4.95 for orders of $ 25 to $ 49.99 orders and $ 2.95 from $ 50 to $ 99.99.
Prior to the move to an order-based approach, a $ 4.95 service fee was applied to all online grocery orders, which require a minimum purchase of $ 25.
Harris Teeter said he will also waive the service fee on ExpressLane orders for buyers aged 60 and over on Thursdays from 9 am to 2 pm and offer $ 4.95 delivery during that time.
The ExpressLane Delivery service, not offered in all stores, carries an additional cost. In addition to the service fee, delivery orders include a $ 9.95 delivery fee for purchases of $ 50 or more and a $ 11.95 fee for orders under $ 50.
Meanwhile, Harris Teeter buyers can receive new exclusive member incentives by purchasing an annual or monthly ExpressLane subscription. Subscriptions cost $ 99.95 for an annual subscription and $ 16.95 for a monthly subscription.
ExpressLane annual subscription members are exempt from the $ 25 minimum order restriction plus a half-price delivery fee of $ 4.95. Members also receive discounts and exclusive offers, double fuel point rewards and a 5% discount on purchases of Harris Teeter products. Monthly ExpressLane subscribers receive a minimum order exemption of $ 25, double fuel points and a 5% discount on Harris Teeter items.
Harris Teeter’s subscription incentives reflect a trend for food retailers trying to gain loyal followers of omnichannel buyers through membership programs, such as Amazon’s successful Prime customer benefit plan, which also extends to the Whole Foods subsidiary Market of the e-tail giant. Retailers that now offer or test these options include Walmart (Walmart +), The Kroger Co. (Delivery Savings Pass), Albertsons Cos. (Unlimited Delivery Club), Publix Super Markets (Club Publix), The Giant Company of Ahold Delhaize USA, Hy-Vee (Hy-Vee Plus) and SpartanNash (Fast Lane), among others.
Together with ExpressLane, Harris Teeter has partnered with Shipt and Instacart for same-day online delivery. Overall, the chain operates approximately 250 stores in North Carolina, South Carolina, Virginia, Georgia, Maryland, Delaware, Florida and the District of Columbia.