Giant Sweetens Rewards for Mobile App Users

Giant Food Stores said it is piloting a new loyalty reward program that will give shoppers new ways to earn and redeem reward points when they use the retailer’s mobile phone application.

The program, called Choice Rewards, enhances the retailer’s existing Gas Extra Rewards program that allows shoppers to earn points redeemable for discounts on gasoline. Choice Rewards, which has been tested in one market and is expected to be rolled out chainwide by the end of the year, allows shoppers additional opportunities to earn points based on personalized offers and gives them additional ways to redeem them, including using them to earn discounts on shopping.

Officials of Carlisle, Pa.-based Giant said the program would provide additional opportunities to strengthen customer loyalty, along with new opportunities to partner with vendors on targeted offers. Moving the program to the mobile app vs. a card provides a platform for more personalized offers while integrating other services on the app.

 “Since its launch in 2000, our loyalty program has been an integral component of our business, but we knew there was an opportunity to deepen our connection with families by customizing rewards,” Matt Simon, chief marketing officer of Giant, said in a statement. “We’re pleased by the early results of our Choice Rewards pilot as customers are excited by all the new rewards plus they love the flexibility of the program.”

Just like its current program, customers participating in the pilot earn points on qualifying purchases at the rate of one point for every $1 spent. Through Choice Rewards, they will now also be able to earn points through targeted “bonus earn” offers.

Customers can either redeem points for discounts on gas (100 points earns a 10-cent per-gallon discount up to 25 gallons) or choose among new offers such as converting points to dollars to save directly on groceries. The offers work with an app rom, which allows shoppers to load digital coupons, activate deli orders or place a grocery order for pickup or delivery with Giant Direct.

Giant is a division of Ahold Delhaize USA.