Tops Markets LLC has recently teamed up with Optum Financial, a technology payment platform based in Minnesota, to facilitate the use of health plan funds for eligible purchases at their stores. This partnership enables Tops customers to efficiently utilize their S3 health benefit cards at checkout for a variety of healthy products, including staples such as milk, eggs, bread, and an array of fruits and vegetables.
Diane Colgan, Senior Vice President of Marketing at Northeast Shared Services LLC, which oversees Tops Markets, expressed enthusiasm about the initiative. “We are thrilled to offer our customers the convenience of using their S3 cards at Tops while benefiting from savings on healthier choices,” she stated, highlighting that this feature enhances the existing benefits that Tops loyalty members already enjoy.
Using the S3 card is straightforward. Customers simply scan their items as usual and then select the “Health Benefits” or “EFT” button during checkout. After scanning the card, any available S3 benefits are immediately applied, allowing shoppers to see their savings right on their receipts.
With 152 locations across New York, Pennsylvania, and Vermont, Tops Markets is the largest private employer in Western New York, employing over 14,000 individuals. Its parent company, Northeast Grocery Inc., ranks 49th on the Progressive Grocer’s 2024 list of top food retailers, underscoring its significant presence in the grocery industry.
This partnership not only promotes healthier eating habits but also positions Tops Markets at the forefront of innovation in grocery shopping, making healthcare funds more accessible and user-friendly for consumers. With the integration of Optum Financial’s technology, Tops is setting a new standard for supermarkets aiming to enhance customer experience through thoughtful service innovations.