Kroger to tie loyalty card program to personalized charitable giving

CINCINNATI — In an effort to engender even greater shopper loyalty, Kroger has tied its loyalty card to the charity of a consumer's choice, according to a report in the Cincinnati Enquirer. 

"By the end of next year, most Kroger divisions will contribute to a combined $50 million that will be given to schools and other nonprofits based on local shoppers’ charitable preferences and their shopping habits," the report reads. "Kroger’s Community Rewards program will account for one-fifth of the grocer’s total $250 million-a-year charitable activity."

Loyalty card holders identify their favorite local charity online from a list of nonprofits compiled by Kroger. Kroger cuts a quarterly check to those nonprofits in proportion to the amount of products purchased by each shopper.