Food Lion is stepping up its digital engagement game.

A banner under Delhaize America, Food Lion launched a mobile app. Available to customers across its 10-state footprint, the app streamlines and personalizes the shopping experience.

At the core of the app is the integration of the grocer’s MVP loyalty card. In addition to enabling cashiers to scan the digital card from customers’ smartphone screens, customers can electronically load coupons to their MVP card. In an average month, Food Lion offers more than $250 worth of “MVP Load to Card Coupons” available through the mobile app and online, according to the retailer.

Other features include…