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    Shell Stations, Kroger Reward Roanoke

    Companies team up to offer cents off fuel through purchases at grocery stores.

    ROANOKE, Va. -- Kroger loyalty cardholders here will have access to new savings at the gas pump next week, as Cincinnati-based Kroger Co. expanded a reward program with Shell to this area, allowing Kroger customers to earn savings at participating Shell convenience store and gas stations with qualified purchases at the grocer's stores, the Roanoke Times report.

    Starting Monday, consumers can swipe their Kroger loyalty cards at participating Shell stations in the Roanoke Valley, Lynchburg and surrounding areas. By doing so, they can receive 10 cents a gallon off their purchase when they accumulate 100 points on their Kroger card, the report stated.

    Kroger Co. launched this program with Shell in five markets in Ohio, Tennessee and California, according to a company news release cited by the paper.

    The recent expansion includes 48 Shell stations in the Roanoke region and surrounding areas that are located near Kroger stores, Carl York, a spokesman for the grocer's mid-Atlantic region office in Roanoke, told the newspaper.

    "Fuel is definitely important to us," York said. "We've learned that it's a nice fit with the grocery business. We can drive grocery sales by providing fuel centers."

    Also, because there are numerous Shell stations in the region, the partnership "allows us to have a bigger footprint to make our fuel promotion more impactful," he added.

    Meanwhile, customers can also earn $1 off a gallon of gas at Kroger's own fuel centers in the area, once they accumulate 1,000 loyalty points, York said.

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