According to My Little Falls, in addition to food and fuel, the supermarket chain is now offering its customers the opportunity to use their earned rewards to support local schools, pay down student loans, donate to charity, purchase specialty kitchen products and enter periodic sweepstakes. The newly diversified platform, which adds a mobile-based personalized customer experience to the palette of physical, digital, and experiential rewards, was launched to Price Chopper/Market 32’s AdvantEdge Rewards members this month. Here's how it works: Customers continue to earn a point for every dollar spent shopping in-store and online at Price Chopper/Market 32. Now, in addition to food and fuel, points can be applied to supporting local schools, paying down student loans, donating to charities, entries for a periodic shopping spree and vacation sweepstakes, MasterChef branded products and more.