Willys launches loyalty programme

Willys is now the first discount food retail chain in Sweden to introduce a
loyalty programme for its customers. Willys is also first to have a programme
that is entirely digital and cardless. The launch will take place in February.
The aim of the loyalty programme is to strengthen the chain's relationship with
its customers, encourage customer loyalty and begin a shift away from
traditional mass direct mail marketing to targeted communication via digital
channels.

Willys is the first discount food retail chain in Sweden to adopt a customer
loyalty programme. A traditional loyalty programme is highly cost-driven, which
is a key reason why discount retailers seldom offer club cards and membership
programmes. The Willys loyalty programme, however, is entirely digitally based
and highly cost effective, thus allowing Willys to honour its business concept
to offer Sweden's cheapest bag of groceries. Application to the programme and
all customer communication will be handled via digital channels, such as the
Web, mobile apps and e-mail. The programme is also cardless – customers'
ordinary credit/debit cards can be coupled to the system, and the rewards will
be deducted automatically when customers pay at checkout. This means that Willys
will refrain entirely from mass direct mail send-outs, membership cards and
paper coupons.

The goal is to recruit a million customers to the programme within three years
and that 70% of the chain's sales will be conducted through the loyalty
programme.

For further information, please contact:
Johanna Eurén, Communication Manager, Willys, tel. +46-0703-461348
Axfood AB conducts food retail and wholesale business in Sweden. Retail business
is conducted through the wholly owned store chains Willys, Hemköp and PrisXtra,
comprising 244 stores in all. In addition, Axfood collaborates with a number of
proprietor-run stores that are tied to Axfood through agreements. These include
stores within the Hemköp and Willys chains as well as stores run under the
Handlar’n and Tempo profiles. In all, Axfood collaborates with approximately 820
proprietor-run stores. Wholesaling is conducted through Dagab and Axfood
Närlivs. Axfood is listed on Nasdaq OMX Stockholm AB's Large Cap list. Axel
Johnson AB is the principal owner, with 50,1% of the shares.