Kroger Co., Cincinnati, launched a “first of its kind” rewards program in December while severing ties with eSaver, a digital-coupon program provided by Procter & Gamble (P&G), the In-Store Marketing Institute reported. The decision related to P&G reportedly stemmed from Kroger’s desire to have shoppers remain on its own Web site rather than be redirected to P&G’s eSaver domain. P&G launched eSaver as a Kroger-exclusive two years ago, but since has expanded the program to other chains.

According to the institute, Kroger’s rewards program awards 20 minute of calling time for its proprietary i-wireless cellular service to loyalty cardholders who buy $100 in Kroger merchandise. Participants also earn $1 off monthly service bills for every $100 spent on qualifying purchases. All Kroger banners except Food 4 Less are hosting the program.