Storefront Pro launches new loyalty capabilities that help grocery retailers turn digital loyalty into lasting customer value and competitive advantage through differentiated omnichannel experiences.
Grocery retailers have spent years building loyalty programs that give customers reasons to come back from points and rewards. Now, the opportunity is to extend that value across every channel. Loyalty members who redeem personalized offers can spend 4.3x more annually than those who don't and 46% of grocers name digital loyalty their top customer-facing technology priority, retailers recognize the role digital can play in strengthening these relationships. But the opportunity goes beyond bringing loyalty online. The next evolution is making loyalty visible, relevant, and distinctly part of the shopping experience — from discovery through checkout and beyond. 1,2
Instacart is expanding Storefront Pro’s loyalty capabilities to help grocery retailers move beyond price-led loyalty and create differentiated digital experiences that strengthen customer relationships and encourage repeat shopping. These enhancements increase the value of loyalty benefits by giving retailers more self-serve control to stand out beyond discounts, and laying a stronger integration foundation for deepening customer relationships. Whether you’re starting with the basics or optimizing a personalized experience, Storefront Pro meets you where you are and grows with your loyalty strategy.
Turn every channel into a loyalty touchpoint
Give customers a seamless experience with access to the same offers both in-store and online. Depending on your loyalty provider, Storefront Pro supports 98% of in-store offer types online (excluding points and credit back), helping retailers deliver a more consistent loyalty experience across digital and in-store channels, so customers experience one connected program.3 That continuity creates more opportunities to engage customers and drive redemption throughout the journey — from discovering savings online to seeing points and savings at checkout.
At each step, customers have a clearer view of their loyalty value. With the ability to view what they’ve earned as they shop, check their balance and redeem in the rewards hub, apply points at checkout with a clear view of their estimated total, and see points earned and redeemed on their receipt. By making loyalty visible and actionable throughout the journey, retailers can create a more connected experience that encourages redemption and repeat shopping. This helps retailers turn one-time in-store visits into continued digital engagement, creating more opportunities to build lasting customer relationships and long-term value.
Digital receipts extend loyalty engagement beyond the in-store purchase, reconnecting customers with the retailer’s digital experience. They offer a high-engagement opportunity to extend the customer relationship and encourage repeat engagement. Together, these connected touchpoints help retailers strengthen customer relationships and build long-term value across channels.
Differentiate beyond the deal
When loyalty becomes a race to offer the best deal, the relationship becomes transactional and customers have little reason to stay when another retailer offers more. The strongest loyalty experiences give customers reasons to choose a retailer beyond price by making the program feel distinctly like the brand they already trust.
That differentiation starts with control. Storefront Pro now gives teams the flexibility to self-serve and curate how the loyalty experience appears online from branding and placements to how savings are presented. Teams can organize offers around specific occasions by creating themed carousels and merchandising pages to highlight relevant promotions. Direct links to these carousels across marketing touchpoints help customers discover relevant offers and move seamlessly from engagement to action.
Build a foundation that compounds in your favor
A strong technology foundation should become more valuable over time, not more complex to maintain. Storefront Pro’s pre-built loyalty integrations connect third-party systems, creating a foundation that uses customer insights to support more relevant, personalized experiences throughout the entire customer journey, while maintaining a connected technology foundation.
Pre-built integrations create a more scalable foundation, making it easier to evolve loyalty strategies without rebuilding the underlying infrastructure. Storefront Pro has expanded its loyalty ecosystem of third-party integrations with major providers, including AppCard, Birdzi, and more. These integrations support a range of capabilities, from offers and coupons to points earning and redemption, with availability varying by integration. Instacart’s team supports retailers throughout deployment, helping establish a connected loyalty experience from day one and a foundation that can evolve alongside their strategy.
Additionally, the value compounds beyond launch. As loyalty interactions flow through the platform, retailers build a stronger data foundation to support more relevant experiences and more effective retail media.
Loyalty that sets you apart
“We create[d] a seamless handoff from aisle to app, so customers earn rewards, clip coupons, and redeem offers wherever they shop.” — Yair Goldfinger, CEO & Co-Founder, AppCard, Inc.
A stronger digital loyalty experience connects every interaction to deliver greater value over time. Visible savings reinforces value and encourages engagement, connected experiences enable more relevant personalization, and greater control helps retailers adapt as customer expectations evolve. That's the shift from loyalty as a commodity feature to loyalty as a competitive advantage— one that strengthens brand differentiation, deepens customer relationships, and gives customers more reasons to come back.
If you’re already on Storefront Pro, talk to your Instacart representative to learn which features you can activate based on your existing third-party partner integrations, or request a demo to see the full experience.
Learn more about Storefront Pro →
Sources
1 McKinsey & Company. (June 2026). State of Grocery North America.
2 Progressive Grocer. (2026). 93rd Annual Report.
3 Based on Numerator in-store offer type data 2025; excludes points and credit back.
