Sprouts Farmers Markets will introduce a comprehensive loyalty program according to CEO Jack Sinclair.  He stated, “We need more people signing up to be part of the loyalty program and we are investing in what needs to happen for the future so that we increase the number of people who are providing first-party information”.  Currently the company only has data on ten percent of its customers compared to an industry aspirational value in excess of 75 percent.  The lack of information on the Sprout’s customer base is impeding promotional efforts expressed by Sinclair as “At the moment we are trying to sale grass-fed beef to vegetarians which is not a smart move.”

Sprouts will have to design their loyalty program to appeal to health-conscious consumers and those concerned with organic and specialty foods including protein and produce.  The new loyalty program tailored to the needs of company is currently under review in two markets with additional test planned.