RAINBOW, AREA RETAILERS FORM FREQUENT-SHOPPER NETWORK

DEENA AMATO-McCOY

MINNEAPOLIS -- Rainbow Foods here has rolled out a frequent-shopper card program in partnership with a network of area businesses. The program offers customers rewards ranging from food and gift merchandise to automotive service and travel.

Rainbow, a division of Fleming Cos., Oklahoma City, went live with the program Jan. 26 in all 31 metropolitan-area stores. One week later, more than 100 Twin Cities retailers in other classes of trade joined forces with Rainbow to offer reward points.

In total, more than 400 retailers and service providers signed on to the program including jewelers, drug stores, florists and hotels, to name a few.

Customer enrollment figures were not available and Fleming officials were unavailable for comment.

Rainbow issues customers a credit-card size "Gold Points Plus" card to be presented when making purchases. Points are electronically accumulated from all purchases made at Rainbow, or any of the other businesses involved in the network program, developed by Gold Points Plus here.

When customers spend more than $10 at Rainbow, they earn five points for each additional dollar spent. Customers will receive 10 points for each dollar spent over a $30 threshold. The retailer is also running bonus specials that entitle customers to earn extra points and discounts on certain store items.

Participating retail partners will award customers 10 points for every dollar spent at their stores.

Points are printed on store receipts. When 6,250 points are earned, participants are eligible for $10 gift certificates awarded at Rainbow customer service desks. Similar to trading stamps years ago, the certificates can be used as cash at Rainbow and other participating stores. Certificates can be redeemed for groceries, travel, restaurant dining and merchandise from a gift catalog.