GIANT EAGLE DOUBLES GASOLINE REWARDS

WENDY TOTH

PITTSBURGH - Giant Eagle here is aggressively promoting its fuel program by doubling the amount of its fuelperks! discount in the Ohio market.

Through Sept. 6, customers will receive 20 cents off per gallon at the company's GetGo fuel and convenience stores for every $50 spent with a Giant Eagle Advantage card, up from 10 cents.

The program began late last month and is available on purchases made in Giant Eagle stores in the Cleveland, Akron and Canton areas as well as in GetGo locations throughout the state, spokesman Dan Donovan told SN.

"We are always looking for ways to reward our customers for their loyalty, and we find that our fuelperks! program is an area where our customers most appreciate these rewards," Donovan said.

The double fuelperks! program has been tested in other Giant Eagle areas, including Morgantown, W.Va., and Toledo, Ohio, where the program is still active, he said.

"Giant Eagle uses its gas program differently from most other retailers," said Jim Hertel, senior vice president, Willard Bishop, Barrington, Ill. "Most try only to build traffic or profit rather than positioning gas as a reward."

The escalating price of fuel fits seamlessly into this strategy, Hertel said. "The increased discount assures consumers are getting savings relative to the well-documented pain that is felt towards gas prices."