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Walmart in September partnered with HumanaVitality on a program that incentivizes healthier behavior, offering 5% savings on select healthier-for-you products. The program has about 1 million members.

“With [HumanaVitality’s] large population, we’ve got a lot of opportunities to collect data and to understand how this is … changing behaviors of individual shopping experiences,” said Joe Woods, HumanaVitality CEO.

Meanwhile, Safeway’s Just for U program, which launched earlier this year, offering personalized discounts based on past purchases, has enrolled some 4.5 million members to date, the company announced in October, accounting for 40% of sales. The goal is 5 million members and 45% of sales by the end of the year. Also, the company is expected to unveil a new wellness component to the program by the end of the year.

And at press time, Bartell’s announced a partnership with the Seattle-based online rewards program EveryMove to encourage customers to engage in healthy activities like walking, running and visits to the gym. Rewards include Bartell’s gift cards.

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