📺 Kroger introduces streaming benefits
Kroger has enhanced its Boost membership program by adding Disney streaming services. As of October 9, 2024, members can choose between Disney+ Basic (with ads), Hulu (with ads), or ESPN+ as part of their annual membership. This addition is meant to compete with other retailers, like Walmart and Amazon, who offer streaming as part of their subscription packages. Stuart Aitken, Kroger's senior vice president, said, “We are adding even more value at no added cost for our members,” in the company’s press release.
💰 $99 plan includes year-long streaming
Kroger's Boost membership, launched in 2021, offers two tiers. The $99 annual plan now includes a year of one streaming service, while the $59 plan gives members a 6-month subscription. The company clarified that streaming choices would remain available for the full membership duration. Kroger previously rolled out benefits like free delivery and fuel points for Boost subscribers, making the program a stronger value proposition in the competitive grocery industry.
🛍️ Following Walmart’s lead
Other retailers, notably Walmart, have been bundling streaming perks with their memberships for years. In 2022, Walmart added a Paramount+ subscription to its Walmart+ membership. Walmart+ members also get extra deals, much like Kroger's two-week sales event held earlier this year, which offered exclusive discounts to Boost members. Walmart claims their members are highly engaged and shop twice as frequently as non-members.
📊 Boost membership continues to grow
Boost has been a success for Kroger, with membership growth surpassing initial expectations in its first year. In 2023, the company reported a surge in enrollment, reflecting consumers’ appetite for added value in subscription programs. As competition heats up, companies like Kroger and Walmart are betting on streaming services as a key driver for membership retention and engagement, tapping into a trend seen in the retail space.
Would a free streaming service make you join a grocery program?
