April 23, 2007

NEWS: Meijer to Allow Debit Rewards

Grocery store super-chain, Meijer, has revised an unpopular provision of its community rewards program. Following customer backlash, Meijer will now allow customers to use their debit cards to earn points in the program. They drew the ire of consumers by previously stating that only cash or Meijer credit card purchases could earn the points, by which participants are able to donate money to local schools and/or churches. Under the now-revised proviso, 1% of Meijer credit card purchases would go to charity, and 0.5% of cash purchases would be donated.

Now, the company is stating that cash, check, credit and/or debit card purchases will all garner rewards. Meijer president Mark Murray stated via e-mail to program participants last week that the overwhelming consumer response was certainly what drive the change, and that Meijer will always remain open to the voice of the consumer. Murray thanked consumers for their feedback and for sharing Meijer’s “passion and commitment” for giving back and supporting local causes.

A Meijer spokeswoman, Stacy Behler, said that Meijer would still make the debit card transactions worth less rewards, to keep the program “sustainable.” Behler cited the fact that Meijer has given back over $30 million so far, and that they want to keep the program going under realistic expectations. So far, over 150 organizations have benefited from the community rewards program.


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