Safeway is teaming up with gas retailer Sunoco to introduce the former’s Gas Rewards program to stations in Maryland, Virginia, Delaware and Washington, enabling grocery shoppers to receive even more loyalty options on mobile.

The supermarket chain is now allowing shoppers who earn Gas Rewards to redeem them at Sunoco stations, as opposed to previously letting members redeem rewards only at Safeway’s fuel stations. Consumers can download Safeway’s mobile application to take advantage of the new partnership and enjoy more convenience while running errands.

“We know that our customers are always looking for convenience and savings options,” said Beth Goldberg, senior manager of community and public affairs at Safeway Inc., Eastern Division. “The expansion of the Gas Rewards program helps to maximize value, providing customers another reason to shop and save with Safeway.

“Additionally, by partnering with Sunoco, a powerhouse in the fuel industry that has stations throughout the East Coast, we are able to introduce Safeway and our saving programs to Sunoco’s large customer base.”

Pumping up sales
Safeway and Sunoco are expanding the Gas Rewards program’s new capabilities to stations in parts of Maryland, Delaware, Virginia and Washington, D.C. The program’s expansion aims to help maximize savings and value for both of the participating brands’ customers.

Previously, members of Safeway’s Gas Rewards platform could only redeem accumulated rewards at the supermarket chain’s fuel stations, thereby limiting their reach.

Now, consumers can earn and redeem Gas Rewards at more than 120 Safeway locations and 200 Sunoco stations across Virginia, Washington, D.C., Delaware and Maryland.

The newfound platform extension could prompt more consumers to download Safeway’s mobile app, which houses Gas Rewards. The mobile app is available for Android and iOS devices. Consumers may also sign up to join the program at Safeway.com.

Consumers will receive a 10 cent-per-gallon reward for every 100 reward points they earn by shopping at Safeway’s supermarkets using its branded club card. Shoppers will accumulate rewards points each time they use the card or enter their phone number at a Safeway store checkout counter.

Members receive one point per dollar spent on participating grocery products and every out-of-pocket dollar spent on pharmacy items, such as co-pays.

Consumers will also earn two loyalty points per dollar spent on qualifying gift card purchases.

Gas Rewards can be redeemed by inputting a registered phone number at the pump or inside the gas station prior to fueling.

The Gas Rewards program also extends across Albertsons, Pavilions, Vons and Carrs stores located in California, Alaska, Arizona, Hawaii, Oregon, Washington, Nevada, Florida, Idaho and Louisiana.

Both Safeway and Sunoco will likely experience an uptick in sales following the extended program’s rollout.

Fueling purchases with mobile
A plethora of gas station companies are leveraging mobile apps and rewards platforms in a bid to increase revenue and provide more convenience for time-strapped consumers.

Shell Oil Company recently adopted Chase Pay in a long-term agreement that brings mobile payments to its pumps, boosting convenience for consumers while promoting mobile rewards signups (see story).

Also, ExxonMobil streamlined purchases at the pump several months ago with a new mobile application, allowing customers to pay from a smartphone using various methods, including Apple Pay (see story).

Sunoco may have the advantage, however, by adding the Safeway partnership to its repertoire. More consumers may be swayed to stop at its gas stations in lieu of a competitor’s due to the ability to redeem Gas Rewards.

“Our customers are always seeking convenience, so providing options on mobile continues to be a priority,” Ms. Goldberg said. “With the expansion of Safeway’s popular Gas Rewards program to Sunoco stations, customers can register by downloading the Safeway app on their Android or iOS devices, making it easy to earn and redeem their Gas Rewards.”