Giant Eagle is beefing up its fuelperks loyalty program as the grocery market grows increasingly competitive.

This week, the grocery store chain launched its new fuelperks+ that allows customers to redeem points on groceries — for up to 20 percent off — inside Giant Eagle stores, including Market Districts.

With the old program, customers had not been able to redeem points at the grocery.

Also, customers can earn points — “perks” in Giant Eagle lingo — when fueling up at GetGo stations.

Previously, customers could not earn points at the pump.

Fuelperks+ began this week at the 27 Giant Eagle stores and 15 GetGo locations in the Akron-Canton area.

“We’re giving you the choice how you want to redeem those perks, in the way that best makes sense for you and your family,” said Dan Donovan, spokesman for the chain headquartered in the Pittsburgh suburb of O’Hara.

If the new program sounds a bit familiar, that’s because Giant Eagle earlier offered a program called Foodperks that gave a 1 percent discount on grocery purchases for every 10 gallons of GetGo fuel. The chain ended Foodperks in 2013.

As with the prior fuel­perks program, customers’ perks will be tracked via the Giant Eagle Advantage card.

As before, customers will earn one perk for every dollar spent on groceries and other eligible items inside a Giant Eagle, Market District and GetGo store.

Now, customers will also earn two perks for every gallon of fuel pumped at GetGo.

For every 50 perks earned, customers can get 2 percent off groceries or 10 cents off a gallon of gas. The point system for fuel purchases has not changed.

“We think this is a really powerful opportunity for our customers,” Donovan said. “In an increasingly competitive landscape it is more important than ever to provide value inside our store,” he said, noting that Giant Eagle will “continue to focus on” its everyday prices and weekly sale prices.

Fuelperks can be earned on prescriptions at Giant Eagle pharmacies, as well as on gift cards, on dry cleaning and at in-store Starbucks locations.

Katie Byard can be reached at 330-996-3781 or kbyard@thebeaconjournal.com. You can follow her @KatieByardABJ on Twitter or on Facebook at www.facebook.com.