SuperValu announces partnership with Bank of Ireland as part of relaunch of real rewards programme

sv_partnership_bankofirelandIreland’s leading grocery retailer SuperValu has announced a new partnership with Bank of Ireland as part of the relaunch of its Real Rewards loyalty programme.

SuperValu’s ambition is for Real Rewards to become the number one loyalty programme in the country and the extension of the scheme to bring in new partners is one of the most significant business milestones for Ireland’s leading grocery retailer this year.  In order to realise that ambition, SuperValu will be introducing exciting new partners, giving customers even more ways to earn points and get even more value from the Real Rewards programme.

Bank of Ireland is the first in a number of new partners from a range of different industries that SuperValu will incorporate into its Real Rewards programme, building upon its existing relationships with Electric Ireland and Getaway Breaks.  SuperValu has also launched a first for the Irish market – eSHOPS – an online shopping portal offer that enables customers to earn Real Rewards points when they shop with over 100 online brands such as eBay, Expedia, Debenhams and Eason through the website.

Some of Ireland’s leading brands will be announced as additional partners over the coming months.

The re-launched Real Rewards programme will enable its existing 1 million members to earn points in a variety of ways:

  • Customers will collect 1 point per €1 spend when they use their Real Rewards card at any SuperValu or online at;
  • By linking their Bank of Ireland personal credit card and SuperValu Real Rewards card, customers will earn 250 Real Rewards Bonus points.

o    Customers are set up to earn points when they purchase groceries at SuperValu, as well as when they use their credit card to make any purchases outside of SuperValu;

o    Once they have linked, Customers will earn 2 points per €1 spend when shopping in SuperValu and 1 point per €10 spend with any other purchase;

  • Linking their Real Rewards card to their Electric Ireland account for the first time, will earn customers 250 welcome points, and will enable shoppers to collect points every time they pay their energy bills;
  • Customers can also add to their tally of points when shopping through the SuperValu website with any of the 100 brands as part of the new Real Rewards eSHOPS;
  • Finally, shoppers can also collect 1 point per €1 spend when they book a Getaway Break;
  • Real Rewards is also launching a first to market Loyalty App – which will allow members watch their points grow, plus receive exclusive offers and rewards from SuperValu & from Partners.

SuperValu customers can then use their points to save money on their weekly shop, with Money Back Vouchers posted at three key times during the year, or they can use points for savings with Real Rewards partners, such as Electric Ireland.

Commenting on the announcement, SuperValu MD Martin Kelleher said: “As part of our innovation agenda, SuperValu is constantly exploring new ranges of products and services to offer consumers.  Our Real Rewards programme has always been popular with our customers and the feedback we received from them was that they wanted new ways to benefit from the scheme, similar to our partnership with Electric Ireland.”

“Financial services was one of the key areas our customers wanted us to explore in terms of new partners for our Real Rewards programme as card payments are becoming increasingly popular for consumers in Ireland.  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.”

“Online shopping is also going from strength to strength in Ireland, with our own online customer base growing by almost 25% last year.  Our new eSHOPS site, which incorporates 100 leading online brands, will tap into this trend and we are now in a position where not only do we reward our customers’ loyalty when they shop with us, but they also benefit every time they purchase online with our partners.

Richie Boucher, Chief Executive, Bank of Ireland added: “We are delighted to work with SuperValu on this significant loyalty partnership, which is the first alliance of its kind for Irish consumers. Our organisations share many synergies including strong retail brands, a strategy seeking to recognise customer loyalty and we are embedded and socially active in our local communities. Appreciating customers for their business is a key feature of Bank of Ireland’s approach and we expect to announce further loyalty-driven reward offers over the coming months. 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 programme to Bank of Ireland customers over the coming months.”

Niall Dineen, Residential Markets Manager Electric Ireland, said: “At Electric Ireland, we reward our existing customers by giving them annual savings every year as long as they stay a customer of Electric Ireland. We’re always looking for ways to ensure that our customers stay happy with us. As the largest utility in Ireland, we are delighted to partner with SuperValu Real Rewards to deliver even more savings and rewards to our loyal Electric Ireland residential customers. Simply by paying their bills and shopping in SuperValu, we can offer Electric Ireland customers’ long-term additional savings on both their gas & electricity bills.”

SuperValu serves over 2.6 million customers every week and has 222 stores nationwide. Together with its retail partners, SuperValu employs approximately 14,500 colleagues, making it one of the State’s largest private sector employers. 75% of everything on SuperValu’s shelves is sourced or produced in Ireland. SuperValu continues to source locally wherever possible and purchases almost €2 billion worth of goods from Irish suppliers which help to sustain 30,000 jobs in the Irish economy.

To check out the new programme, log onto or download the new Real Rewards App today.

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