One of the major grocery store chains that serves my region has come up with a unique program to attract customers. They are offering significant savings on gasoline purchases to customers who accumulate a number of “points” from their grocery shopping trips. I should begin by saying that this particular grocery chain is one of those who issue “customer cards” with bar codes on them that you need to use in order to benefit from markdowns and weekly sale items.
But back to the gas program, the store that is closest to me is a fairly new one that was part of a newly-built shopping center put up in an area where residential growth is taking place. Recently they constructed a good-sized gasoline retail island with about 14 pumps (and the little booth) under a canopy on the other side of the parking lot. It is very similar to those stations that Walmart and Costco have built in a lot of their locations. And like Walmart’s, it’s a public facility that anybody can use.

But here’s where the savings program comes in. The pump price is competitive with what the major gasoline brands are charging. But if you first scan your “customer card” at the pump, the price automatically is reduced by 5¢ a gallon. That brings the price down to the range that the discount gas retailers charge, which isn’t really that much of an incentive to go out of your way to buy gasoline. However, when I buy groceries inside the store, the main computer credits me with a “point” for each dollar paid at the checkout. If I buy $35.80 worth of groceries, then my sales slip will show that I have accumulated 35 points. These will accumulate as I return on future shopping trips with the proviso that any points earned that are more than 30 days old will be erased.
Now when I scan my customer card at the gas pump, along with my nickel discount, if I have at least 100 accumulated points, then I get an additional 10¢ per gallon off, for a total of 15¢ discount. But wait, there’s more! If my gas points have surpassed 200, then my discount is jumped to 20¢ per gallon, plus the loyalty nickel. The other day I filled my tank with a 25¢ markdown on the pump price. Now we’re talking savings. And I’m thinking, what a slick marketing maneuver. Even though this particular grocery chain isn’t the lowest-priced store in the area, if I’m going to be buying some stuff that is pretty much priced the same (or lower) than the other stores, I will wait until I visit this one to buy them so that I can run up the gas points. Sharp.
Apparently they’ve got the bugs worked out of program because now they are running a similar scheme at their stores that do not have proprietary gas pumps. Instead they have partnered up with Shell Oil to utilize their stations in the program. But I learned the other day that points earned in one store do not add to your total earned at another location. Dang, now I have to make sure that I go to a specific shop when I’m spending the big bucks.
Anyway, whenever a big corporation lays out the money to set up an operation this big, you can expect that others will be doing the same. So if a grocery chain in your town introduces this ploy, take the time to check out the rules and see if it’s like the plan I’m using. Twenty-five cents a gallon ain’t small potatoes.
Before we worry about potatoes, though, we need to get this equipment checked out. I’m going to go start the coffee. See you back in the day room.

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