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Whole Foods Is Finally Rolling Out Something That May Save It

Whole Foods Market (WFM - Get Report) is preparing to reward its most loyal organic food shoppers, which could help it reverse plunging sales.

The organic food grocer said Wednesday it will soon bring its Whole Foods Markets Rewards program to stores in the Dallas area and at its first budget-friendly 365 by Whole Foods store, set to open May 25 in Los Angeles. The rewards program allows users to earn points redeemable for free products and dollar-off discounts every time they shop. Whole Foods began piloting the rewards program in 2015 at 11 stores in the Philadelphia region, but it has expanded the roll-out as it studies the consumer response.

Whole Foods said after the test in Dallas, it will take the program national. No timetable was...