Price Chopper/Market 32 serves up more ways to use rewards

Northeastern grocer Price Chopper/Market 32 is giving members of its AdvantEdge Rewards customer loyalty program more options for using the points they earn.

Schenectady, N.Y.-based Price Chopper said Tuesday that AdvantEdge shoppers now  can apply points to supporting local schools, making student loan payments, donating to charities, entering shopping spree and vacation sweepstakes, purchases of MasterChef-branded kitchen products and more choices, in addition to savings on food and fuel.

“Price Chopper Supermarkets/Market 32 is laser-focused on fulfilling the needs and desires of our customers at every point of engagement. We understand that all shoppers are different, so we created a variety of options to engage and reward more customers,” Glen Bradley, group vice president of marketing at Price Chopper Supermarkets/Market 32, said in a statement. “And because we know our customers appreciate the convenience of accessing and redeeming points whenever and wherever they like, we made the experience fully mobile.”

Glen Bradley, group VP of marketing at Price Chopper/Market 32, said the expanded program with TCC adds an experiential element to redeeming rewards points.

Emerging from the Fuel AdvantEdge program launched in 2006, AdvantEdge Rewards awards members one point for each dollar spent in-store or online. Each 100 points translates into $1 off in grocery savings and five cents off per gallon of gas. The program also has been expanded to include bonus item buys plus full-order and gift card multipliers.

Related:Merger of Price Chopper/Market 32 and Tops Markets will build on greater scale and expertise, say CEOs

The newly diversified platform — which adds a mobile-based, personalized customer experience to AdvantEdge’s physical, digital and experiential rewards — was launched by Price Chopper/Market 32 this month in tandem with development partner TCC Global, a leading worldwide provider of currency/rewards programs for supermarkets. Amsterdam, Netherlands-based TCC, which has U.S. offices in New York and Dallas, is slated to enable more options for AdvantEdge members to earn and redeem points online in the coming months.

“Price Chopper deserves credit for taking a leadership position in the grocery rewards space,” according to Dan Dmochowski, president of North America for TCC. “They have their finger on the pulse of consumer trends and recognized that today’s diverse and discerning consumer base demands a broader array of rewards options. So they took action to enhance their program with a user experience and rewards that are even more compelling to customers. Our goal is to keep the program fresh with new features and rewards options that set a gold standard for the industry.”

Related:Price Chopper/Market 32, Tops Markets to merge

Price Chopper/Market 32 operates 130 Price Chopper and Market 32 grocery stores and one Market Bistro location in New York, Vermont, Connecticut, Pennsylvania, Massachusetts and New Hampshire.