Discounts are different with the new Dick's Market loyalty card.

Instead of getting cheaper prices on selected products, shoppers can use the Dick's Market card for a discount on their next month's grocery bills. Savings range from 2 percent to 20 percent, based on the amount they spent the month before.

The cards became effective on Monday -- the same day that the newly converted Albertsons-to-Fresh Market stores dropped loyalty cards. Both Dick's and Fresh Markets are owned by Associated Food Stores.

"The timing was coincidental," said Steve Reich, who oversees Dick's for Associated Food. "We have been planning this for months."

The decision to drop loyalty cards at Fresh Markets was based on focus groups Associated Foods put together before the deal was finalized to buy 34 Albertsons stores, now bearing the Fresh Market moniker.

"Customers told store leaders the cards were a hassle and should not be necessary to take advantage of pricing and promotions," said Associated spokesman Rand Mickelson.

The majority of the 500 independent grocers that Associated supplies do not have loyalty cards, including Harmons, Ream's, Winegar's and Kent's. Neither do the Associated-owned stores operating under the Macey's, Dan's and Lin's banners.

Dick's was in a unique position to offer a new loyalty card, company officials said. There are only three markets -- located in Bountiful, Centerville and Layton -- so making a change was less complicated. The stores also boast a loyal customer base, dating back to the market's founding in 1967.

The stores are known for not selling beer or tobacco, being closed on Sundays and their cook-from-scratch bakeries.

"I like the card because I can get a discount on my entire purchase, not just on a few things," said Sofia Chisholm, of Bountiful. "It makes more sense than a traditional card."

During the first three days of the offer, nearly 900 customers at the Bountiful store signed up. Still, some shoppers are confused.

"We've taken time to let people know they'll get the same store prices and bargains with or without a card," said Tony Macey, manager of Dick's in Centerville. "This card is for something extra -- a reward for shopping here."

Money deducted from a grocery bill ranges from 2 percent for the prior months purchases of $50 to $249, up to 20 percent for sales receipts over $1,000. Savings accrue all month but expire if not used within 30 days. Shoppers may use the discount only once each month, but they can decide which purchase to redeem their savings on at the checkout stand.

dawn@sltrib.com