RICHMOND, Va. — Ukrop’s Super Markets this week began piloting a “fuelperks!” rewards program in 25 Richmond stores, and 14 gas stations run by Uppy’s Convenience Stores, Chester, Va. The program is supplied by Excentus, Dallas, as is a recently launched pilot by Roundy’s, Milwaukee. While the Roundy’s program will run in six Pick ’n Save stores in the Wisconsin communities of Kenosha and Wausau until Sept. 10, Ukrop’s fuel incentive is effectively a permanent program, said Scott Wetzel, vice president, marketing, Excentus. Similar to the Excentus programs run by Giant Eagle, Price Chopper and Giant/Carlisle, customers earn an accumulating 10 cents off per gallon for every $50 spent. While some, like Giant Eagle, operate their own pumps, most others partner with gas stations where customers insert their loyalty card — not a keychain card — to get the discount. “We have 14 redemption sites now, with about 30 total stations expected by the end of the summer,” Bobby Ukrop, president and chief executive officer, told SN. “Our stores are dressed in the fuelperks! signage and colors. We have fuelperks! tables set up in our stores for customers seeking answers to questions.” For Roundy’s, the program also serves as the introduction of a new loyalty card, said CEO Bob Mariano. Meanwhile, it was reported that Safeway, Pleasanton, Calif., yesterday changed its fuel incentive program so customers can accumulate discounts. "Power Pump Rewards" offers 10 cents off a gallon with a $100 supermarket purchase.

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