The Co-op has unveiled plans to boost its number of members from 5m to 8m by 2030.
The retailer has set the target as membership numbers rose ahead of expectations, jumping nearly 15% on last year, according to the business.
The convenience giant also saw a 21% rise in its members shopping with Co-op during December.
It is targetting a larger share of the convenience market via omnichannel growth, with plans to acquire new stores, more than double its number of new franchise stores, open 400 Nisa stores, and accelerate share in the quick commerce market to over 30%.
The news comes as the business launches 117 new member prices, which include branded goods for the first time.
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Co-op CEO Shirine Khoury-Haq said: “Over the past year our underlying financial strength has enabled us to support our colleagues and their communities, through the cost-of-living crisis.
“By placing our member-owners firmly at the heart of our Co-op, we’ve seen a marked increase in new members joining us and greater engagement from existing members.”
Last week, Co-op announced plans to discontinue its 2p for every £1 spent rewards scheme and replace it with a “significantly increased” range of member-exclusive prices and deals throughout the business.
Starting 24 January, shoppers will no longer receive rewards on branded food purchases at Co-op.
Instead, members will “benefit from price reductions on branded as well as own-brand foods for the first time”, along with receiving two personalised offers every week, Retail Week reported.
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