WINN-DIXIE UNCORKS WINE CLUB IN FLORIDA

Carol Angrisani

JACKSONVILLE, Fla. -- Strengthening its foray into the loyalty card business, Winn-Dixie Stores here has introduced a wine club in its Florida units.

"Like Toasting? You'll love our new club," states the Winn-Dixie Web site, www.winndixie.com.

Winn-Dixie Wine Rewards Club members earn points each time they make a wine purchase. Points are linked to special discounts. At present, members who collect 200 points through Jan. 29 will get a $10 discount at the checkout, according to the site. Members are also automatically entered into sweepstakes and promotions, and they receive brand offers and a quarterly newsletter.

Shoppers can join for free either online or by filling out an enrollment form located in the wine aisle. The chain operates more than 1,070 stores in 12 states and the Bahamas. Yet due to state and local regulations, the club is offered only in the chain's Florida stores.

Club members must either have or sign up for the Winn-Dixie Customer Reward Card, a loyalty card launched in March 2002 that provides merchandise discounts and other promotional incentives.

Members earn points by swiping their Customer Reward Card each time they make a wine purchase.

Along with the wine club, Winn-Dixie has launched another new club program -- the Baby Rewards Club -- to complement its Customer Reward Card. Shoppers earn Baby Rewards Club points for every dollar spent on baby care products. Once they reach 200 points, club members will get a $10 instant discount. Like the wine club, the baby club also offers a free quarterly club magazine, along with other offers.

By linking the new clubs to its Customer Reward Card, Winn-Dixie is connecting customers to its store on a more consistent basis, said Jason Whitmer, research analyst, Midwest Research, Cleveland.

"Like other grocers, Winn-Dixie is trying to find ways to change the secondary shopper into the primary shopper," he said. A spokeswoman for Winn-Dixie was unavailable for comment.