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    Kroger Enhances Fuel Reward Loyalty Program

    ‘Choice at the Pump’ aims to offer more flexibility for loyalty program members

    Supermarket giant Kroger launched its “Choice at the Pump” program on Oct. 20 to provide Plus Card holders with more flexibility when redeeming loyalty points.

    The program allows customers to choose how they want to redeem fuel reward points. For every 100 accumulated points on a Kroger Plus Card, customers save on gas at Kroger Fuel Centers. Redeeming 100 points saves customers 10 cents per gallon of fuel, while redeeming 1,000 points rewards customers to the tune of $1 per gallon of fuel purchased, for example

    To redeem points, customers need only to swipe their Kroger Plus Card when prompted, and then choose among the automated options at the dispenser.

    “Since introducing the Fuel Reward Program in 2010, Kroger has listened to its customers in hopes of best satisfying their fuel savings needs,” Glynn Jenkins, director of communications and public relations for Cincinnati-based Kroger’s Atlanta division. “The program’s new Choice at the Pump enhancement is a direct result of customers providing feedback and suggestions from the initial launch.”

    Customers can track their points on the bottom of their receipts or by registering their card online at

    The enhanced program will be offered at many Kroger locations. However, although customers can take advantage of the initial Fuel Reward Program at participating Shell locations, the Houston-based petroleum provider isn’t taking part in the Choice at the Pump enhancements.

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