Giant Food gets personal with rewards

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Giant Food gets personal with rewards

By Dan Berthiaume - 10/09/2019

Giant Food Stores is expanding its Giant Choice Rewards loyalty program to all stores.

An enhancement to the retailer’s previous Gas Extra Rewards program, Choice Rewards delivers customized savings and rewards via the Giant or Martin’s app. Customers can earn points through personalized “bonus earn” offers in addition to earning points on qualifying purchases at the rate of one point for every $1 spent.

To redeem points, customers can choose from among new offers such as converting points to dollars to save directly on groceries, as well as continue to redeem points for discounts on gas. In the app, customers can track their earning progress while managing their points and rewards. Points earned expire on the last day of the month following the month in which they were earned (so points earned Oct. 6 would expire Nov. 30, for example). 

In addition to viewing their personalized offers and rewards earnings on the app, customers can load digital coupons, activate deli order ahead, or place an online grocery order. The chainwide rollout comes after a successful pilot in summer 2019.

“When we designed Giant Choice Rewards, we did so with today’s families in mind,” said Matt Simon, chief marketing officer, Giant Food Stores. “We know no two families are the same, so no loyalty experience should be either. Easy to use, our new program gives our customers more of what they’ve been asking for while providing us with a new way to meet their evolving needs, helping us deliver a truly unique customer experience.”

Giant Food Stores operates more than 180 stores, 132 pharmacies, 102 fuel stations, over 100 online pickup hubs and a grocery delivery service across Pennsylvania, Maryland, Virginia, and West Virginia. Giant’s brand portfolio includes Giant, Martin’s Food Markets, Giant Heirloom Market, Giant Direct and Martin’s Direct, Powered by Peapod. The retailer is a company of Ahold Delhaize USA.