My Stop & Shop Debuts Online

Exclusive discounts are among the benefits for Stop & Shop/Giant-Landover shoppers who register their loyalty cards at a new online account center. Those that create a personalized My Stop & Shop or My Giant account profile get a 5% discount on their next purchase. Additional exclusive offers will follow, according to the Stop & Shop/Giant websites, as well as exclusive mailings personalized

QUINCY, Mass. — Exclusive discounts are among the benefits for Stop & Shop/Giant-Landover shoppers who register their loyalty cards at a new online account center.

Those that create a personalized “My Stop & Shop” or “My Giant” account profile get a 5% discount on their next purchase.

Additional exclusive offers will follow, according to the Stop & Shop/Giant websites, as well as “exclusive mailings personalized just for you.”

To create a My Stop & Shop or My Giant account, shoppers enter their loyalty card number and other personal data and create a username and password.

Once an account is created, shoppers can come back to view store services and reward programs and review their year-to-date loyalty card savings.

“Create a My Giant account to unlock extra savings and to keep track of all your rewards,” promotional materials read.

Spokeswoman Faith Weiner declined to discuss My Stop & Shop/My Giant promotions, except to say, “In the future, customers will see new and exciting benefits.”

The customized online accounts are part of a new price-themed branding campaign that kicked off last week.

Under the initiative, the chain has doubled the number of sale items that can be purchased each week with loyalty cards.

“We're confident that customers who use their cards will get double the deals they previously did,” Weiner said. She declined to release the exact number of savings offered.

Supporting the effort are shelf tags and circulars redesigned to clearly identify weekly specials and Real Deals, or those on sale for several weeks.

“Real Deal ads are now bigger and bolder so that there's no question as to what's on sale this week or what the Real Deals are,” Weiner said.

Stop & Shop/Giant is heavily promoting the fact that they are helping to lower shopper grocery bills.

“We've negotiated special deals with our manufacturers and we're passing the savings on to you,” Stop & Shop's circular reads.

Among last week's Real Deals: Lipton Iced Tea gallon jug, $2.99; and Swiss Miss hot cocoa, 8 to 10 ounces, two for $3.

The latest effort comes a year after parent company Ahold, Amsterdam, created a new logo, expanded private-label offerings and made other changes to improve the chains' price perception.

Last week Stop & Shop/Giant started sending out new loyalty cards — redesigned with the logo — to 5 million customers. Old cards can be traded in or continue to be used.

“We want shoppers to know that if they continue to stay with us, they'll see more great things,” Weiner said.