Foodstuffs will end its Clubcard loyalty program on July 26 after more than a decade of operation as it transitions customers to the new Club+ programme, available across New World, Pak’nSave and Four Square stores.

Clubcard was introduced in the South Island in 2014, when many shoppers still collected paper supermarket coupons. According to Foodstuffs, advances in technology and changes in shopping behaviour have driven a shift towards digital loyalty offers.

Foodstuffs CCO Deirdre Boyle said customer expectations have changed since the launch of Clubcard.

“When Clubcard was introduced, smartphones were still becoming part of everyday life. Technology has changed enormously since then and so have shoppers’ expectations.”

Boyle said Club+ is intended to provide a more connected customer experience while rewarding customers across Foodstuffs’ retail network.

Under Club+, customers can earn Club+ Dollars, fuel discounts and other rewards across New World, Pak’nSave and Four Square, with the option to earn either Club+ Dollars or Airpoints.

Foodstuffs is encouraging Clubcard members to join Club+ before the existing program closes to continue accessing member discounts. The company said it is supporting customers during the transition, including those without an email address or mobile phone.

Existing members who join Club+ will have their New World Dollars transferred automatically to Club+ Dollars. Customers who switch after Clubcard closes can still transfer their balance, although it will expire 24 months after their last Clubcard transaction.

“Club+ builds on everything customers have valued about Clubcard, while giving us the flexibility to continue improving the program in the years ahead,” Boyle said.

Customers with a physical Clubcard can return their cards to collection bins at New World and South Island Pak’nSave stores. Foodstuffs said the cards will be recycled by SaveBoard into building materials.

• Further reading: New Foodstuffs loyalty program excludes Pak’nSave purchases.