JACKSONVILLE, Fla. -- Officials from Winn-Dixie Stores here last week said the chainlaunched a loyalty card program in its Florida and southeast Georgia supermarkets. The program, called Customer Reward Card, provides merchandise discounts and other promotional incentives in an effort to focus on providing superior customer relationship marketing, officials said. Shoppers will need to register at individual stores to participate. Participants will then be issued a loyalty card that can be swiped at checkout so discounts can be deducted from their orders. "We are focused on understanding and meeting the needs of our customers and this card program allows us to do so," said Al Rowland, president and chief executive officer, Winn-Dixie.