Shaw's Rolls Out Online Version of Neighborhood Rewards Program

Shaw's Supermarket is introducing a Web version of its Neighborhood Rewards loyalty program, which contributes a portion of shoppers' receipts to their favorite nonprofit organizations, according to a published report.

In the past, shoppers used their paper receipts to make sure that their chosen organizations were credited, but now all that's necessary is a one-time registration online with an existing Rewards Card number, and the rest is automatic.

"As a rewards card customer, you go online and click on Shaw's Cares, and you can choose up to four charitable organizations to receive from your shopping receipts," Shaw's communications director Judy Chong explained to the East Hampton, Conn., Report.

The Supervalu banner contributes 1 percent of each supporter's eligible purchases made on Tuesdays, Wednesdays and Thursdays, and although the eligible purchases exclude such items as alcohol, gift cards and lottery tickets, the rewards accumulate.

Since the program began in February 2007, it has donated "hundreds of thousands" of dollars to New England charities, according to the publication.

West Bridgewater, Mass.-based Shaw's distributes the Neighborhood Rewards proceeds four times a year.

"We want to be able to reward our customers for their loyalty and benefit the community at the same time," said Chong.