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    Kroger Partners with Fuel Rewards to Drive Customers from Store to Pump

    DALLAS - Fuel Rewards, maker of gas-related consumer rewards programs, on Monday announced that Kroger is using its program to offer vouchers for free gasoline in 20 stores in West Virginia, Virginia, Kentucky and Ohio.

    DALLAS - Fuel Rewards, maker of gas-related consumer rewards programs, on Monday announced that Kroger is using its program to offer vouchers for free gasoline in 20 stores in West Virginia, Virginia, Kentucky and Ohio. By mid-October, 27 additional Kroger locations will join the program.

    The Fuel Rewards program ?- dubbed "Kash 4 Gas" -- rewards consumers with free gas for purchasing specially marked products when specific purchase requirements are met. The program partners manufacturers with grocers and fuel providers to offer free gas incentives to consumers. Major consumer goods manufacturers participate in the program by offering various amounts of free gas savings for the customers who purchase their products in the required quantity.

    Customers receive a Kroger Kash 4 Gas voucher at checkout that identifies products, award offers and the total free gas savings. The vouchers are redeemable at participating Kroger fuel centers.

    Since the beginning of this year, consumers using the Fuel Rewards program have earned more than $8.5 million in free gas at grocers such as Brookshire's, H-E-B, Meijer, Stop & Shop and Winn-Dixie Stores, according to Fuel Rewards. Typical redemption rates for Fuel Rewards vouchers are approximately 20 percent.

    "The Kash 4 Gas program is a terrific way to reward our customers for shopping at Kroger," said Pete Williams, president of Kroger's Mid-Atlantic division. "We expect a very good response from customers as the program gets under way."

    "More retailers have come to rely on unique strategies to increase bottom line sales and profit, while rewarding consumers for their patronage," said Peter Jacoves, Fuel Rewards founder and COO. "By offering the Kash 4 Gas program in its stores, Kroger is providing enhanced convenience and service to their customers."

    Kroger currently operates supermarket fuel centers in all of its retail divisions across 25 states. The company plans to have more than 350 supermarket fuel centers open in 2002.

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