FARMER JACK OFFERS FREQUENT-FLIER MILES TO CUSTOMERS

WILLIAM SMYTH

DETROIT -- Farmer Jack Supermarkets here is soaring to new heights and giving consumers a new option for travel through a program with Northwest Airlines. A subsidiary of the Great Atlantic and Pacific Tea Company, Farmer Jack has more than 100 locations.

"The Great Atlantic and Pacific Tea Company has announced an innovative marketing and customer-loyalty program available at its southeast Michigan Farmer Jack stores to offer customers Northwest Airlines WorldPerks Bonus miles on supermarket purchases," said Andy Carrano, vice president of group marketing services and corporate communications at A&P.

"Customers will earn one frequent-flier mile for every dollar spent."

Craig Sturken, president of Farmer Jack, feels that his customers can get a lot out of this promotion. "Our mutual customers will benefit tremendously from this partnership," said Sturken.

With every dollar spent in the store, customers who are also Northwest WorldPerks members and have a Farmer Jack Bonus Savings Card accumulate miles through the program, which began in late August. Customers can become a WorldPerks member through the Web site, at www.nwa.com, or by calling toll-free 1-800-225-2525.

Once a customer signs up, he or she can enroll in the program on-line at www.farmerjack.com, by completing a form at a Farmer Jack location or by calling the toll-free number 1-877-FLY-FREE. Bonus miles will start to accrue about 14 days after the grocery purchase. Alcohol products are excluded, and miles are based on net purchase after all applicable savings, discounts and coupons. Grocery-dollar miles will be reported on customers' Northwest WorldPerks statement.

According to Carrano, in-store and outdoor banners, shelf-talkers, cashier buttons, printed bags and a Northwest blow-up airplane will assist the promotion. Advertisements will also be played on the store's radio and will be featured in A&P's proprietary magazine, "Good Living."

According to an A&P company press release, frequent-flier miles in grocery chains are becoming more and more common. "In recent years the grocery industry has recognized consumer interest in earning free airline travel with programs to exchange register receipts for discounted tickets. Through this program, Farmer Jack customers can earn frequent flier miles on an ongoing basis, just for making their regular trip to the supermarket," said the release.

Christian Haub, chief executive officer of A&P, Montvale, N.J., says that the program will add to the chain's growth. "If we are to truly be the supermarket of choice, we must earn the high marks in customer satisfaction," said Haub. "The ability to earn frequent-flier miles adds to the appeal and value that we strive for in every store, in all of our banners."