Shufersal cancels discount for the “Hvr” club, members are worried
Shufersal cancels the “Hvr” club credit card benefit for permanent employees and their families. As part of the club’s updates to its members, a member announced that “Shufersal and BE chains will no longer provide discounts when charging the ‘member’ credit card as of 11/1/24.”
‘Hvr’ describes the circumstances of the contract termination and blames the new management of Shufersal: “The new management of Shufersal recently demanded a change in the framework of long-term cooperation with the ‘Hvr’ club and a drastic reduction in discounts for club members. We believe that the proposed framework will significantly harm you, our colleagues, and should not be accepted.”
So far, club members have received a discount of 6 to 9% in the various Shufersal chains. “Hvr” also offers discounts in the Carrefour and Beitan Wines chains at a rate of 6 to 8%, as well as a 3.5% discount on half-free. This is one of the largest customer clubs in the economy, and its members are permanent employees, IDF retirees and pensioners, disabled IDF members, family members, and more. “What if there is a war and everyone is just looking for a way to help the permanent employees?” asked a source in the market, adding: “It’s about a billion NIS in revenue per year from the club’s customers, they are shooting themselves in the foot.”
At the end of February, Shufersal came under the ownership of brothers Shlomi and Yossi Amir after they acquired 24.9% of the company’s shares for NIS 1.5 billion. Their entry into Israel’s largest retailer was accompanied by the departure of a number of senior executives, including Shufersal Chairman Itzik Abarkhan and CEO Uri Waterman, as well as new appointments, a wave of layoffs and the downsizing of the private label, a move considered by the previous management but not implemented. The new management is behind a series of cuts in customer benefits. For example, at the end of April, Shufersel stopped accumulating coins for the two million members of its customer club and did not launch an alternative accrual program.
Earlier this month, Shoppersal eliminated the delivery benefit. All of the chain’s grocery deliveries will now be charged NIS 29.90, regardless of the size of the delivery and the order value. This is the elimination of a long-standing benefit in which those who ordered a delivery worth more than NIS 750 paid a reduced price of NIS 10 for delivery. Now, the aforementioned benefit has been eliminated. Customers were outraged by the change. “I ordered from the cheeky Persal today,” reads a post published in one of the consumer groups. They eliminated the discount for bulk orders. So even though I ordered for NIS 1,400, they still charged me NIS 30 for shipping!!! On top of that, there are almost no discounts at all! I nervously finished and paid. But I’m done with them. Cancel their credit card and they will come after me.”
“It’s become really annoying and unprofitable,” “I’m shocked,” “Really disappointing, it doesn’t do anything,” others added. Surfers were also outraged by other negative changes: “The ‘Especially for you’ coupons that used to be for products that I buy regularly are now just coupons for random products. That’s crap.”
The surfers agreed: “It’s no longer worth it. The coupons and benefits that existed in the past have been significantly reduced.” Mashfersal said in its response: “As you know and as previously published, Shufersal reviews all commercial agreements and decisions are made after thorough review and adaptation to the needs of customers and the network.”
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