Ahold Delhaize-owned Food Lion this week announced a new rewards program, "Shop & Earn,” which currently is being rolled out in the Greensboro, N.C., market, after a successful pilot in the Raleigh, N.C., market earlier this year.

The company says that consumers can activate personalized monthly offers to their MVP cards either through the company’s website or the Food Lion mobile app. Rewards are automatically added to their accounts and then redeemed on subsequent shopping trips.

“Through the Shop & Earn MVP Customer Rewards Program, we are offering our customers the opportunity to save an average of $20, or more, each month in our stores in categories they are already shopping in," says Deborah Sabo, vp-Marketing at Food Lion. "The more our customers shop at Food Lion, the more they will save. We believe our customers will find tremendous value through these personalized offers based on their shopping behavior.”

KC's View: Big week for Ahold Delhaize-owned companies; Hannaford also announced a new rewards program this week. It’s interesting that the various companies are working along the same lines but not using the same program infrastructures … but maybe that’s because Hannaford and Food Lion have different value propositions and customers, and therefore require more localized programs. I’d buy that.

Let me reiterate something I said in reference to the Hannaford program … that enrolling customers in a program like this means that the company will be able to track - and, more importantly, respond to - customer behavior. The reality is that retailers need to have as much specific, actionable information about their customers as possible … and then have to actually act upon it.