As grocers compete for attention in a crowded digital marketplace, Market 32 and Price Chopper, divisions of Northeast Grocery, Inc., are rolling out a dynamic omnichannel loyalty initiative aimed at turning summer shopping into a high-reward experience. The “Summer Shines Here” campaign runs through Labor Day and is designed to blend digital engagement with in-store activation, increasing basket sizes and strengthening brand loyalty.

At the heart of the campaign: the Summer Doubler, an enhanced AdvantEdge Rewards feature built with Konekt.io, a leader in embedded finance and retail loyalty tech. The new offering doesn’t just double down on rewards—it gamifies the experience.

Gamification Meets Grocery Rewards

The Summer Doubler gives AdvantEdge Rewards members double points on qualifying purchases and features a carnival-style digital spin wheel—playable twice during the summer—to win 100 to 500 bonus points. It’s a simple but powerful tactic: reward participation, personalize engagement, and spark repeat visits.

“We’re excited to add this new twist to one of our flagship marketing promotions,” said Sam Trimboli, Director of Shopper Experience at Market 32 and Price Chopper. “It’s a great example of how we use data and behavior insights to create meaningful value aligned with how our customers want to shop and engage.”

Digital Engagement Drives Loyalty and Sales

Digital loyalty remains a core focus for NGI, with the AdvantEdge Rewards platform enabling customers to earn and redeem points for both food and fuel rewards. The gamified elements of the Summer Doubler were developed in partnership with Konekt.io, which brings to the table a suite of AI-driven, real-time loyalty and payments infrastructure.

“This isn’t just a seasonal promo—it’s a strategic digital engagement lever,” said Blaine Bringhurst, President of Market 32 and Price Chopper. “Our most engaged digital users are also our top spenders, so we continue to evolve the rewards experience to deepen value and build frequency.”

Konekt.io Scales Retail Loyalty Across Channels

With more than $3 billion in annual digital payment volume and partnerships across 150,000 stores globally, Konekt.io is helping grocers like Market 32 and Price Chopper move from points-based programs to personalized loyalty ecosystems.

“We’re thrilled to partner on this gamified rollout,” said Ashmit Bhattacharya, CEO of Konekt.io. “It’s a great example of how retailers can use embedded loyalty technology to create fun, sticky experiences that also deliver measurable ROI.”

How Shoppers Participate

AdvantEdge Rewards members can activate the Summer Doubler starting May 25, 2025, by registering via the Market 32 or Price Chopper app or website. Once enrolled, members receive double points and the opportunity to spin the wheel for bonus points twice during the campaign window.

The campaign runs through Labor Day, integrating across owned and paid digital channels, email, app notifications, in-store signage, and point-of-sale promotions.

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