Oct. 7, 2009 (Business Wire) -- Winn-Dixie Stores, Inc., (NASDAQ:WINN) has partnered with Excentus to launch fuelperks! — a program that allows customers to earn gas discounts at Shell-branded and other participating gas stations every time they shop in any of the 51 Winn-Dixie stores in the Jacksonville area, comprised of locations in Northeast Florida and Southeast Georgia.

“The fuelperks! program affords our customers tremendous value and helps stretch their paychecks just a little further during these difficult economic times,” said Mary Kellmanson, Winn-Dixie’s Group Vice President of Marketing. “Current Winn-Dixie Customer Reward Card holders in the Jacksonville area should visit their neighborhood Winn-Dixie to convert to the newly redesigned card to enroll in fuelperks!”

As part of the program, which launches today, the popular Winn-Dixie Customer Reward Card (CRC) has been redesigned to include a magnetic strip on the back, similar to a debit or credit card. For every $50 in qualified purchases that customers make using their new CRC at Winn-Dixie, they will receive a 5-cent-per-gallon fuel discount redeemable at any one of 67 participating gas stations (see list below). Additionally, fuelperks! Rewards are stackable – the more you spend, the more you earn. For example, if a customer spends $100, they earn 10 cents per gallon, if they spend $150, they earn 15 cents per gallon, etc.

“Winn-Dixie has been a great business partner for us,” said Brandon Logsdon, Executive Vice President and General Manager of Excentus. “We are excited to bring this program to their Jacksonville area customers and we are confident that it will be a success.”

Customers receive pertinent fuelperks! information instantly on the bottom of their sales receipts, including “fuelperks! Rewards earned for this shopping trip,” “total fuelperks! Rewards earned to date,” “expiration dates of fuelperks! Rewards earned” and “fuelperks! Rewards balance.” Customers can view their fuelperks! Rewards account balances at any time by visiting http://www.winn-dixie.com/fuelperks.

“Last year, our customers on the First Coast saved over $120 million by using their Customer Reward Card,” said Kellmanson. “Add in the potential savings in gasoline purchases by customers at the 51 Jacksonville area Winn-Dixie stores and that figure could exceed $133 million next year, demonstrating the value of the new Customer Reward Card.”

“We are excited to launch the fuelperks! Program and price roll-back functionality at all the participating Shell-branded stations across Jacksonville,” said Dan Little, Shell North America fuels marketing manager. “With 51 Winn-Dixie stores in Jacksonville and 64 conveniently located participating Shell-branded stations, it’s never been easier for consumers to save on Shell Nitrogen Enriched gasolines, including the premium gasoline, Shell V-Power®.”

CRC Benefits

Winn-Dixie’s Customer Reward Card saves shoppers money with each purchase.

• CRC holders get instant discounts on hundreds of specially marked items throughout the store. And shoppers can still use manufacturers’ coupons.
• CRC holders see the savings on register receipts.

Customer Reward Card items are highlighted in Winn-Dixie’s weekly circular and marked with special signs in the store. When customers present their Customer Reward Cards to the cashier, the discount will automatically be deducted.

• CRC holders enjoy exclusive Winn-Dixie shoppers' rewards.
  Winn-Dixie Customer Reward Card cardholders automatically participate in special programs and promotions not available to non-cardholders. It’s Winn-Dixie’s way of rewarding customer loyalty.

Winn-Dixie stores involved with the new CRC and fuelperks! program are located in Baker, Bradford, Clay, Columbia, Duval, Nassau, Putnam and St. Johns counties in Florida and in Camden and Glynn counties in Georgia. Participating gas stations in North Florida and South Georgia include Shell, Sunoco, and Citgo.

About Excentus

Excentus Corporation is the provider of the fuelperks! rewards program – a retail marketing coalition in the United States utilizing fuel as the ultimate consumer reward. Headquartered in Irving, Texas, Excentus Corp. was founded in 1996. It is a privately held company with over 150 customers in the U.S. and Canada. For more information, email marketing@excentus.com, or visit www.excentus.com.

About Winn-Dixie

Winn-Dixie Stores, Inc., is one of the nation’s largest food retailers. Founded in 1925, the Company is headquartered in Jacksonville, Fla. The Company currently operates 515 retail grocery locations, including more than 400 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia and Mississippi. For more information, please visit www.winn-dixie.com.

About Shell

Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of more than 6,100 branded gasoline stations in the Western United States. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc. Motiva Enterprises LLC refines and markets branded products through more than 8,300 branded stations in the Eastern and Southern United States. Shell Oil Company is an affiliate of the Shell Group [(NYSE:RDS.A) and (NYSE:RDS.B)]. For more information, please visit www.shell.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6067246〈en