Loyalty that PAYS: La Comer and OXXO Wallets: Do They Give You Money Back?

Supermarket and convenience store loyalty programs promise benefits, but do they really translate into tangible savings? We put La Comer's Orange Wallet and OXXO's Spin Premia under the microscope to see if they deliver on their promise.

In an economic environment where every peso counts, consumers are actively seeking ways to optimize their daily spending. Loyalty programs offered by supermarkets and convenience stores, such as La Comer's Orange Wallet and OXXO's Spin Premia, are presented as an option for obtaining benefits and savings on regular purchases. However, it is essential to analyze in detail how these programs work to determine whether they truly represent added value for consumers.

The loyalty program for La Comer Group stores (which includes brands such as La Comer, Fresko, City Market, and Sumesa) is centered around the Orange Wallet (Orange Purse). This program offers various benefits to registered customers.

Accumulation and Benefit Mechanics:

• Electronic Stamp Accumulation: The main mechanism is based on the accumulation of electronic stamps for purchases made. Generally, customers receive one electronic stamp for every $125 pesos spent when paying with various methods (cash, cards, vouchers). This accumulation rate can be improved, for example, by receiving two electronic stamps for every $125 spent when paying with Banamex debit and credit cards (except corporate cards). Additionally, purchasing products from participating brands or during specific promotions such as "Plaza Wednesdays" can double the purchase value to accumulate more stamps.
• Redeeming Stamps for Discounted Premium Products: Accumulated electronic stamps can be used to purchase select products from premium brands (often European brands such as Spiegelau, Vivo, WMF, and Zwilling) at significant discounts, which can reach up to 80% off their regular price. It's important to note that these stamps are usually valid for the current promotion, and unused stamps are removed from the wallet at the end of the promotion. Promotions are collectible and last while supplies last.
• E-Money Bonuses: Another key benefit of the Orange Wallet is the e-money bonuses that can be earned in various situations:
  • In purchases made in the Pharmacy department.
  • By purchasing products from exclusive La Comer brands, such as Pet's Club (for pets) and Golden Hills (food and miscellaneous products).
  • During specific promotional campaigns, such as "The Pink Store."
  • When purchasing select products from various departments of the store, such as dairy, seafood, and organic products.
  • At special events, such as the one celebrated for reaching one million Orange Wallets, where $50 pesos were awarded for every purchase of $1,000 or more during a specific period.

Obtaining and Managing the Wallet:

Customers can obtain their Orange Wallet directly at the group's physical stores or through the La Comer mobile app. It is important to note that, according to the terms, the card is non-transferable, and Comercial City Fresko (La Comer's operator) is not responsible for theft, loss, or misuse, as it is a card for the benefit of the cardholder. A replacement requires a new wallet number, and they are not responsible for any stamps or money accumulated prior to the report.

The real value of the Orange Wallet for consumers will depend on their shopping frequency at the group's stores, their interest in premium products offered at a discount through stamps, and their use of electronic money bonuses in participating departments and brands. For regular customers, it can represent tangible savings and access to higher-quality products at reduced prices.

Spin Premia is OXXO's loyalty program, designed to reward customers for purchases made not only at OXXO but also at a network of partner stores.

Accumulation Mechanics and Point Value:

• Point Accumulation: Customers accumulate Spin Premia points by making purchases and presenting their Spin Premia card (physical or digital) at the register. The accumulation rate varies by establishment:
  • OXXO Stores: 1 point is awarded for every $5 MXN purchased.
  • OXXO Gas: Points are awarded for the purchase of oils or additives (1 point for every $5 MXN) or for filling up with gasoline (generally 1 point for every 2 liters).
  • OXXO Cel (telephony): 1 point for every $20 MXN.
  • Allied Establishments:
    • Doña Tota: 1 point for every $10 MXN.
    • Volaris: 1 point for every $10 MXN.
    • ViX Premium: 1 point for every $14 MXN.
• Point Value: Each Spin Premia point is worth 10 Mexican cents when redeemed for products. This means that 100 Premia points are equivalent to $10 pesos.
• Points Validity: Spin Premia points are valid for one year from the date of accumulation.
• Immediate Reflection: Accumulated points are immediately reflected in the user's account, visible through the Spin Premia app, available for iOS and Android.

Redemption of Points and Additional Benefits:

• Redeeming Products: Accumulated points can be used to pay for all or part of the cost of products purchased at OXXO, Doña Tota, Volaris, or ViX Premium stores. To redeem them, customers must present their Spin Premia card (physical or digital) at the checkout when paying.
• Stamps and Gift Items: In addition to points, each time you use your Spin Premia card at OXXO stores, you can purchase stamps. Accumulating a certain number of stamps can grant you access to gift items at OXXO stores. These stamp promotions usually have a specific validity period.
• Activation Incentive (for OXXO employees): There is an incentive for OXXO employees of $3.50 for each Spin Premia card activation they make, as long as the customer accumulates points or redeems a reward with that card.

The Spin Premia program can be beneficial for frequent OXXO customers and its partners, as it allows them to convert everyday expenses into a small return in the form of redeemable points. The key is to consistently use the card on all eligible purchases and be on the lookout for stamp promotions to maximize the benefits.

The true value of these loyalty programs lies in the consistency of consumer use and their ability to align the benefits offered with their usual purchasing patterns. For those who are already frequent customers of these chains, registering and actively using these wallets can effectively translate into a tangible return, whether in the form of discounts, products, or electronic money that reduces overall spending.

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