A FUTURE IN PLASTIC

Following the model of the airline industry, two supermarket chains have launched credit card rewards programs in an effort to build customer loyalty.

Kingdom on its loyalty program. The consultant even opened a U.S. office in Cincinnati to work with Kroger.

The Kroger MasterCard earns customers one reward point for every $1 spent anywhere; two reward points for every $1 spent in participating Kroger stores and fuel centers; and three extra points per $1 spent on Kroger's private-label brands.

Cardholders receive a $10 reward certificate to spend in Kroger stores for every 1,000 points earned. The rewards are mailed quarterly. The MasterCard doubles as a Kroger Plus loyalty card.

The program began last October in Cincinnati and Dayton, Ohio, stores. It was introduced by newspaper, television and radio advertising, in-store promotions and direct mail. Kroger said it will expand the MasterCard program to additional markets this year.

Meijer introduced the Meijer Platinum MasterCard in Chicago in late October and chainwide in November.

The Meijer card earns two points for every $1 spent in a Meijer store, and one point for every $1 spent elsewhere. Cardholders received $10 in Meijer Bucks reward certificates for every 2,000 points earned. The rewards are mailed with the monthly credit card statement as they are earned.

Meijer is offering its card in conjunction with GE Consumer Finance, a unit of General Electric. The Kroger card was developed with the Royal Bank of Scotland Group.