Dive Brief:

• Giant Eagle has upgraded its myPerks loyalty program with changes that allow shoppers to earn rewards more quickly and give people additional options for redeeming points.
• The retailer is moving customers who have participated in its fuelperks+ program, which offers discounts on gasoline, into myPerks this week.
• The revamped loyalty program continues a series of changes Giant Eagle has implemented since it shook up its executive team last year.

Dive Insight:

The changes to Giant Eagle’s loyalty program follow the company’s announcement last November that it would eliminate its fuel-focused loyalty program and focus its energy on myPerks, which encourages shoppers to use points they earn toward groceries as well as gas.

The company indicated that it would make improvements to myPerks when it announced last fall that it would end its fuel-focused rewards program.

“This latest evolution of our longstanding, popular loyalty program came from listening to our customers and recognizing that we had an opportunity to bring together the best of our two programs in a way that delivers flexible, meaningful saving for all customers,” Justin Weinstein, the grocer’s executive vice president, chief strategy and marketing officer, said in a Monday press release.

MyPerks now allows shoppers additional opportunities to earn points by buying Giant Eagle brand products, filling prescriptions at the Pittsburgh-based company’s pharmacies, enrolling in myPerks Pay programs and making purchases through third-party partners like travel site Booking.com, according to the press release.

Giant Eagle is letting shoppers use rewards points to save a specific dollar amount on the total cost of a transaction, which could encourage people to redeem rewards on smaller purchases. Shoppers can also opt to use points to get a discount of up to 20% off on groceries at Giant Eagle supermarkets or save on gas purchases at fuel stations at the company’s GetGo convenience stores.

MyPerks has also taken on attributes that resemble features of loyalty programs run by airlines and lodging companies. For example, shoppers who earn at least 2,500 points in six months or make 25 visits to supermarkets, pharmacies or convenience stores the company runs can earn a higher status that lets them earn more points. Shoppers who “Pro status” will earn 50% more points on purchases of groceries, prescriptions, gas and gift cards.

Customers enrolled in Giant Eagle’s loyalty program will also have up to 12 months to redeem perks they’ve earned, allowing for more time to accumulate points. 

Giant Eagle inaugurated its first loyalty program two decades ago and launched myPerks in the Canton, Ohio, market in late 2020.