Bi-Lo hopes shoppers will be pumped about fuel plan

In the face of a slumping economy and sky-high gas prices, select Bi-Lo stores have launched a new fuel-savings incentive program.

The Mauldin-based supermarket chain rolled out in Charleston this week a revamped version of its traditional "My Bi-Lo Bonuscard." The new card promises to help customers save money, both in the store and at the pump.

"Two of the biggest expenses are groceries and gas, and people have to buy them every week" said John Conroy, senior manager of consumer marketing with Bi-Lo. "It makes sense to save money on one while purchasing the other."

Here's how the program works: As Bi-Lo customers shop with their bonus card, they earn a five-cent per-gallon gas reward for every $50 they spend. The rewards, called "fuel perks," accumulate over time. For example, customers who spend $200 over several weeks of shopping earn a 20-cent per-gallon gas discount.

To cash in on the deal, customers have to fuel up at select Charleston-area Sunoco gas stations, where the pump will prompt them to insert their Bi-Lo Bonuscard.

"The pump will read the fuelperk reward points and automatically roll back the price per gallon," Conroy said.

To deliver the savings, Bi-Lo is working in tandem with Excentus Corp. , a Texas-based marketing company. Excentus has orchestrated similar programs at supermarkets across the nation, including Winn Dixie stores in Florida and Giant Eagle stores in the Northeast.

For the time being, the fuelperks initiative is only being offered in the Holy City, Walterboro and Hartsville.

"Right now, we're focusing all of our efforts on the Charleston area," said Conroy. "If it works out well, we'll be looking to start the program in other areas."

Bi-Lo has 223 supermarkets. For more information, visit my.bi-lo.com.

Reach Bridget Herman at bherman@postandcourier.com or 937-5582.

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