KROGER and SHELL in loyalty partnership

The offer represents an extension of an existing loyalty scheme at Kroger petrol stations, being rolled out to Shell stations beginning 15 February 2010. Under the extended scheme, clients buying groceries worth at least USD100 at Kroger stores using the Kroger Plus loyalty card can receive USD0.10 off per gallon at Shell stations.

The offer is initially valid in five markets in Ohio, Tennessee and California.

Adding Shell to Kroger’s own petrol stations will triple the number of outlets that the reward discounts are available at. In the long run, the companies may consider rolling out the offer to all 31 states that Kroger operates in.

Kroger’s Director of Fuel Marketing, Jeff Fike, said: “We don’t have any definite plans, but it’s safe to say both companies are looking to expand this.”