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Winn-Dixie Introduces Customer Reward Card

JACKSONVILLE, Fla. - Beginning March 7, shoppers in most Florida and southeast Georgia Winn-Dixie stores can register to participate in a new program that will provide ongoing benefits that include merchandise discounts and other special incentives. The three Florida divisions of
Winn-Dixie will launch the new Customer Reward Card, which is part of a major initiative to focus on superior customer relationship marketing that reinforces the company's new Real Deal brand positioning.

After a brief in-store registration process, the customer is issued a Customer Reward Card and two key ring tags. They are immediately activated and available for the shopper to begin receiving discounts upon checkout. A quick swipe of the Customer Reward Card will instantly apply current discounts to items purchased. Recurring use of the card during special promotional periods will result in the accumulation of points that will provide access to additional rewards for the shopper upon completion of specified program milestones. Those point totals are updated, conveniently tallied and printed out on the customer's receipt after each transaction using the card.

Winn-Dixie said it will observe strict privacy policies to protect everyone enrolled in the Customer Reward Card program. The company will deny external distribution or sales of individual customer information. The program's intent is to provide the company with aggregate sales trend information rather than specific individual data.

"The Customer Reward Card program is a part of the new Winn-Dixie," said Al Rowland, Winn-Dixie president and CEO. "We are focused on understanding and meeting the needs of our customers, and this card program allows us to do so while still being true to our Real Deal brand positioning."

Shoppers will accumulate points, which correspond to total pre-tax dollars spent on each visit. Each $1 spent will be equivalent to one point earned. A variety of rewards will be available to customers who obtain certain point levels.

The initial Easter/Passover reward offer for registered cardholders will be a free Hormel Cure 81 ham, a Butterball frozen turkey breast or a $10 Winn-Dixie Gift Card for those who accumulate 200 points during the period of March 7 - 31, 2002.

Among the functions of the new card program is the ability to monitor and analyze purchasing trends for each Winn-Dixie store. This data will be useful in determining appropriate product offerings to certain regions, cities or even individual stores.

"Understanding general purchasing trends will ensure that we, as retailers, are responsive to the ever-changing demands of our customers," said Rowland. "Despite the sophisticated technology, this program actually feels more like a connection back to nostalgic times when any good neighborhood grocer personally knew his regular customers and could anticipate their individual needs."

In addition to ongoing store discounts, other benefits of the Customer Reward Card will include automatic sweepstakes entries, notification of special events, participation in specialty merchandise clubs and discounts on services provided by select marketing partners.
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