STOP & SHOP BOUGHT FREQUENT SHOPPERS A COKE THIS SUMMER

RICHARD TURCSIK

QUINCY, Mass. -- Frequent shoppers at Stop & Shop supermarkets here received summer rewards for loyalty, including a free 2-liter bottle of Coca-Cola.

The Summer Rewards program, which ran through Labor Day, awarded a free bottle of Coca-Cola or Sprite, along with other supermarket staples, such as free eggs and corn. "Our Summer Rewards program is basically a gesture of thanks to one million of our best customers," said Monica Connors, a spokeswoman for Stop & Shop Cos., here.

"Initially a postcard was sent out with the 2-liter free Coke coupon," Connors said.

"That mailer explained to our customers that if they continued to use their card each time they shopped throughout the summer they would receive coupons through our Catalina printer at the register for things like a dozen free eggs and six free ears of corn," she continued.

Connors said the free Coke was the only item promoted with a direct-mail campaign. Shoppers automatically received the other free coupons at the checkout.

The Summer Rewards program was an extension of the chain's Super Rewards Program, which ran from March through Mother's Day weekend, said Connors.

The Super Rewards program rewarded frequent shoppers spending a certain amount during the period with a 5% discount coupon good towards a future purchase.

Connors said customer reaction to the Summer Rewards program has been positive.

"We have had several compliments come in through our consumer relations department from people who have been pleased," she said.