Giant Eagle Offers Gas Rewards To Parents

CAROL ANGRISANI

CHICAGO — Giant Eagle is using coupons for its “fuelperks!” fuel rewards program in a bid to boost the loyalty of specific shoppers.

The Pittsburgh-based retailer just concluded a test in which direct-mail coupons were sent to baby-aisle shoppers, marketing manager Linda Wakim said last week during a presentation at the Food Marketing Institute Show.

The coupons offered an additional 10 cents off per gallon of fuel to those who spent $5 in the baby department. The savings were on top of the regular fuelperks! discount of 10 cents off per gallon to those who spend $50 with their loyalty card at Giant Eagle or its GetGo fuel stations.

“This was the first time we gave customers extra fuelperks! for buying in a specific category, other than pharmacy,” Wakim told SN after the presentation.

Wakim said the promotion worked well, and that Giant Eagle plans to use similar coupon promotions to target shoppers in other departments.

“We're using direct mail to increase shopping trips,” Wakim said.

Giant Eagle's strategy marks one of several new couponing efforts involving the retailer's fuelperks! program. The company just concluded a test in which direct-mail coupons sent to targeted shoppers offered them the regular 10 cents off per gallon, plus an additional 25 cents off if they spend $50 in the store.

Likewise, the retailer frequently runs circular coupons for $1 off per gallon to shoppers who transfer their prescriptions to a Giant Eagle pharmacy.

In other news, the retailer is currently giving double fuelperks! points to shoppers in its 17 Columbus, Ohio, stores for a limited time. The offer is Giant Eagle's response to soaring gas prices, which stand at about $3.12 per gallon in Columbus, according to Wakim.

“We want to help customers offset some of the costs of their family budget,” she said.

Such efforts join myriad other ways shoppers can collect fuelperks! points. The retailer also provides fuelperks! to those who buy in-store gift cards from such retailers as Bed, Bath & Beyond.

“We're using [fuelperks!] to increase customer loyalty,” Wakim said.