BI-LO LAUNCHES NEW BONUS CARD PROGRAM

LINDA PURPURA

MAULDIN, S.C. -- Bi-Lo here has launched a frequent-shopper card program, making it the third chain within the Ahold organization to do so.

Bi-Lo's preferred-customer program, which began six weeks ago, follows a frequent-shopper card program launched last year at Finast Friendly Markets, Maple Heights, Ohio. Stop & Shop Cos., acquired by Ahold USA, Atlanta, in late July 1996, also has a frequent-shopper card program.

A company source familiar with the programs said the three other chains within Ahold USA, which include Edwards Super Food Stores, Windsor Locks, Conn.; Giant Food Stores, Carlisle, Pa.; and Tops Friendly Markets, Buffalo, N.Y., will independently determine whether to pursue frequent-shopper programs.

The source added the Bi-Lo BonusCard is designed to reward loyal customers and personalize communications. For example, Bi-Lo BonusCard members are automatically entered into contests that might award free groceries for a month, according to a store flier.

Each of Bi-Lo's 262 stores will name a winner for the drawing and those shoppers will become finalists to win a grand prize of free groceries for a year, which the chain valued at $3,900.

Bi-Lo's BonusCard savings on all wrapped and weighed products, including meat, produce and deli departments, are given at the checkout and indicated at the bottom of the receipt.

The Bi-Lo BonusCard also comes with a keytag for scanning, which features information corresponding to the card's. The keytag also allows the retailer to provide free lost key return service, should the consumer lose his or her keys.