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Kroger yesterday said that in its first full year, its paid membership program - Boost by Kroger Plus - enabled shopper savings of more than $115 million.

Boost by Kroger Plus allows paid members to expand on the retailer's free loyalty marketing program, with participants able to "save up to $1,000 per year on fuel, groceries and delivery fees, any way they shop."  Free delivery also is among the benefits available.   Enrollees can select from memberships providing free next-day delivery ($59 per year or $7.99 per month) or free delivery in as little as two hours ($99 per year or $12.99 per month) on orders of $35 or more.

Kroger said that it "is celebrating with a special anniversary offer, sharing that new members who enroll in a new annual membership from July 19 through August 8, will automatically receive 1,000 bonus Fuel Points."

KC's View:

Kroger is smart to work the same field that Amazon has been plowing for so many years with its Prime membership program, or Costco has for even longer with its membership clubs.

I do have one thought, though.  So if you signed up for Boost by Kroger Plus (a mouthful, to be sure) a year ago and paid your membership fees, you don't get 1,000 bonus Fuel points.  But if I've delayed and am doing just now, now having been as "loyal" to Kroger over the past year as you have, I get the bonus points.

Doesn't seem quite fair.

I understand why programs work this way, but wouldn't it be nice if the people who already have demonstrated their loyalty gone a little sugar, too?