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    Giant Food Stores and Martin's Enhance 'Gas Extra Rewards'

    Eight-week promotion increases customer savings and eliminates two-week grace period.

    NEW YORK -- Giant Food Stores LLC increased savings for its customers this month with an enhanced "Gas Extra Rewards" program. Shoppers using their Giant or Martin's BonusCard will be able to earn and redeem Gas Extra Rewards during the whole eight-week promotional campaign, according to a report by Progressive Grocer, sister publication to Convenience Store News.

    For the promotion, Giant eliminated the program's customary two-week grace period, during which customers could only redeem points they already accumulated and were unable to earn any additional points.

    "We'd like to say 'Happy Valentine's Day' to our customers with additional savings at the pump," said senior vice president of marketing and advertising Erik Keptner. "Our customers love this program, but were disappointed that they could not earn points during the final two weeks of the program. Customers will now be able to both earn and redeem points during the full duration of the campaign."

    Shoppers are learning about the program changes from in-store display signs and at the gas pumps, as well as through counter decals at cashier checkouts and information in the Ahold USA banners' weekly circulars, the report stated.

    Giant introduced its Gas Extra Rewards program in February 2006. For every $100 spent at Giant and Martin's stores using a BonusCard, customers receive 10 cents off per gallon of gas the next time they fuel up. There's no limit to how many Gas Extra Rewards points a customer can earn, and each qualifying grocery dollar is accumulated at the bottom of the grocery receipt as a Gas Extra Rewards point, according to the report.

    Points earned at participating stores without an on-site gas station can be redeemed at one of Giant's 64 fueling stations. Customers also have the option of allowing their Gas Extra Rewards points to build. As in other Extra Rewards programs, Gas Extra Rewards promotions are periodically offered throughout the year at participating Giant locations.

    Carlisle, Pa.-based Giant operates stores in Pennsylvania, Maryland, Virginia and West Virginia under the Giant Food Stores, Martin's Food Markets and FoodSource banners.

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