Projo Biz Blog

Stop & Shop has begun mailing new loyalty cards to its customers in Rhode Island and other states as the Massachusetts chain continues revamping the company's look.

A new logo and a new color scheme began filtering into the grocery chain's nearly 400 stores in mid-2008. The logo looks a bit like a bowl with three pieces of fruit in it. Employees also gave up their black and dark-green short-sleeved shirts for ones of eggplant and yellow.

The same logo and color scheme were introduced at Giant Food, Stop & Shop's sister chain in the Mid-Atlantic states. Previously, the chains had separate logos.

Both chains are owned by Amsterdam-based Royal Ahold NV.

Now, Stop & Shop and Giant want customers to get involved, giving up the old loyalty card emblazoned with a picture of a full shopping cart for one with the new logo.

The company is in the midst of mailing out nearly 5 million new cards -- 3.5 million to Stop & Shop customers and 1.5 million to Giant customers. People who register their new card on the company's Web site get 5 percent off their next purchase.

 Tags  consumers discount Stop & Shop

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