Southeastern Grocers: Elevating Loyalty Through Experience Design

Overview

Southeastern Grocers (SEG), the parent company of Winn-Dixie, Fresco y Más, and Harveys Supermarket, sought to expand its loyalty program and new feature capabilities while maintaining familiarity and usability for existing customers.

The teams challenge was to evolve the program into a more personalized, omnichannel experience—boosting member acquisition, engagement, and retention. In response to shifting grocery shopping behaviors post-COVID, the team moved swiftly to enhance the digital experience across web, mobile, and app platforms.

The Approach

• User-Centered Research & Strategy

• Conducting journey mapping research, brand positioning testing, and qualitative loyalty research to uncover customer pain points and opportunities.

• Defining a strategic vision that integrated personalization, loyalty incentives, and omnichannel engagement.

• UI & UX experience modernization

• Designing and implementing a modernized UI across the Winn-Dixie app and website, enhancing usability and brand cohesion.

• Standardizing button design systems and navigation patterns to create a more seamless cross-platform experience.

• Feature & Functionality Enhancements

• Redesigning coupons and deals experience to improve discoverability and engagement.

• Developing a new recipes system to support meal planning and personalized recommendations.

• Elevating key loyalty messaging placement, leveraging targeted promotions based on customer shopping habits.

• Identifying ways to expand customer engagement beyond transactional rewards by fostering brand affinity and emotional loyalty.

Creating and iterating on multiple customer touchpoints, including:

• Flagship Shopping List Feature

• Savings Tab Coupon Optimization

• Flybuy Curbside Pickup Flows & SDK Integration

• E-commerce Homepage & Navigation Refinements

• Account Deletion Experience & SSO Screen Updates

• Mystery Bonus Page Redesign

• Weekly Ad Enhancements (Filter & Sort, BOGOs Only)

• Home Tab Hero Carousel User Testing

• Find Product Matches & PDP Entry Points

• Loyalty Program Optimization

Impact

• Significant increase in loyalty program enrollment and engagement across web, app, and social channels. Winn-Dixie Rewards was named one of the best loyalty programs of 2025 by USA Today.

• Increased app downloads and loyalty-driven incremental sales, surpassing target goals.

• A more cohesive and intuitive digital experience, reinforcing SEG’s position as a leader in omnichannel grocery retail.

This transformation positioned SEG’s digital platforms as not just transactional tools but valuable customer engagement channels, driving long-term loyalty and retention.