Hy-Vee said Tuesday that its new membership platform leverages some of its most popular services and products in order to deepen ties with shoppers. The retailer said free delivery, express pickup, monthly product deals and other announced perks are its “initial” offers — indicating it plans to add more benefits in the future.

Discounts and fee waivers are a big part of Hy-Vee Plus. Delivery as well as its two-hour pickup service, which launched in May, have seen usership increase significantly during the pandemic. Both services normally cost $9.95 per order. As part of the monthly product deals for December, members will get 20% off Joe Fresh apparel, floral purchases and DSW footwear. DSW linked up with Hy-Vee earlier this year to sell shoes online, and recently opened special outlets inside several Hy-Vee stores, making it a promotional focus at a time when many consumers are consolidating shopping trips.

Hy-Vee Plus also offers an additional 3 cents savings reward for in-store or online purchases for members who utilize the company’s Fuel Saver + Perks program, available at more than 1,200 Midwest fuel stations.