Dive Brief:

• Giant Food Stores has rolled out its new Giant Choice Rewards program to all stores following a successful pilot over the summer, according to a company press release.
• The new program builds on Giant's previous Gas Extra Rewards program, which has been in place since 2000. Choice Rewards offers more flexibility to shoppers, the company said, allowing them to redeem points for grocery dollars or gas discounts, among other new options.
• Customers can use the Giant or Martin's apps to manage their points and rewards, where they can also load digital coupons and place orders with Giant Direct. Through the app, Giant can offer more personalized rewards to each shopper.

Dive Insight:

Giant's chief marketing officer Matt Simon recently told Grocery Dive the company wanted to make a new loyalty program that could reach every customer. While some shoppers love the gas rewards, which are available at the grocer's 102 fuel stations, others want something different, whether it's cash back, discounted groceries or special offers. 

"It's a digital-first program so it's something that appeals to everybody, giving customers the freedom of choice to use their hard-earned points on whatever they want," Simon said.  

About 3 million households shop at Giant, and the company's Bonus Buy program, which includes gas rewards, has about 80% participation among customers, according to Simon. "Our hope is that as we roll out Choice, it makes loyalty totally holistic across the brand, and of course our goal is to get everybody involved in it," he said. 

Rather than building a new loyalty program from scratch, Giant wants to craft a more user-friendly program that allows shoppers who want gas rewards to keep getting them. The retailer will continue to offer 10 cents off each gallon of gas for every 100 points earned. Those who don't utilize the gas perks now have more options. With the new program, shoppers can take advantage of personalized "bonus earn" offers to earn more points, and will also be able to earn one point for every $1 spent on qualifying purchases.

In an effort to keep customers loyal, grocers have been redesigning their rewards programs and moving them to digital platforms. Schnucks has rolled out its rewards app nationwide to offer digital coupons, a wellness guide and a shopping list organizer. New Seasons Market launched its first-ever all-digital loyalty program in March, and Target has introduced its new Circle loyalty program to stores nationwide, which offers 1% back on purchases and personalized deals.