CUMBERLAND — Giant Food Stores is piloting a new way for its customers to increase their savings through personalized offers on products they already buy with the new Choice Rewards program.

An enhancement to its current Gas Extra Rewards program, Choice Rewards brings customized savings and rewards with the Giant or Martin’s app.

“Since its launch in 2000, our loyalty program has been an integral component of our business, but we knew there was an opportunity to deepen our connection with families by customizing rewards,” said Matt Simon, chief marketing officer, Giant Food Stores. “We’re pleased by the early results of our Choice Rewards pilot as customers are excited by all the new rewards plus they love the flexibility of the program.”

Choice Rewards was designed with today’s families in mind. By leveraging smart phone technology, the company is able to provide relevant and meaningful rewards to their participating customers, according to a news release from the company. Choice Rewards is now available in a select pilot market and will roll out by the end of the year.

“Choice Rewards is the next, easy digital step in delivering a highly engaging and personalized loyalty experience to our customers, further reaffirming our commitment to saving money for families,” Simon said.

Customers participating in the pilot program earn points on qualifying purchases at the rate of one point for every $1 spent. New through Choice Rewards, they will also be able to earn points through targeted “bonus earn” offers.

When it comes time to redeem points, customers can either redeem for discounts on gas (100 points equals a 10-cent discount per gallon up to 25 gallons) or choose among new offers such as converting points to dollars to save directly on groceries, leading to discounted or free products. In addition to viewing their personalized offers and rewards earnings on the app, customers can load digital coupons, activate Deli Order Ahead, or place a grocery order with Giant Direct.

In the app, customers can track their earning progress while managing their points and rewards. Points earned expire on the last day of the month following the month in which they were earned.

For example, points earned Aug. 6 would expire Sept. 30.

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