Pump perks: Giant Eagle expands loyalty program

Savings will be extended to grocery purchases

Giant Eagle, which has built its gasoline loyalty program over the years into a regional powerhouse, is continuing to tinker with ways to leverage more sales out of the deal.

In the latest twist, fueling up at a GetGo convenience store will help consumers get discounts on groceries.

The grocery chain’s expansion of its fuelperks program for Pittsburgh-area customers, which starts Monday, will keep the 10cent gas reward for each $50 spent on groceries.

But now customers will earn rewards on every transaction — groceries, gift cards, prescriptions and now fuel — which can either be redeemed on a tank of gas or up to 20 percent off a grocery order.

For the O’Hara-based chain, the fuelperks program has been “in our DNA” since 2006, spokesman Dan Donovan said.

More than 90 percent of all transactions at Giant Eagle supermarkets are done with an Advantage Card. And the grocer’s customers redeemed more than $230 million in fuelperks rewards in 2018, Mr. Donovan said.

Giant Eagle isn’t alone in offering a fuel loyalty program to its customers.

“Fuel sales have become a larger portion of revenue for grocers such as Kroger, Albertson’s Safeway and Ingles as fuel-rewards programs gain traction and convenience helps build sales,” Bloomberg Intelligence noted in January.

“Even when fuel prices are lower, the programs reinforce value perception and encourage in-store spending,” Bloomberg Intelligence said.

Giant Eagle piloted the expanded program in Indianapolis two years ago. On Monday, it’s launching in both the Pittsburgh and Cleveland markets.

Under the expanded program, some things will stay the same.

Customers will still earn 10 cents in fuel discounts for every $50 spent, but now that 10-cent reward can also be redeemed as 2 percent off groceries — up to 20 percent off any size order. Also, perks will be earned at the gas pump using the Advantage Card.

Customers who choose to redeem their perks on fuel will continue to be able to receive as much as a free tank of gas, up to 30 gallons.

The company has used different versions of the loyalty program in the past. One iteration, Save on Gas, asked customers to bring their grocery receipts to GetGo locations. Another, foodperks, gave grocery discounts based on fuel purchases.