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Customer Incentives: A Southern California-based supermarket chain has launched a test of a new customer incentive program from Catalina Marketing Corp. in Anaheim.

Ralphs Grocery Co., a Compton-based chain with 151 stores in Southern California, is trying Catalina’s Quick CASH rebate program. Under the system, shoppers receive a voucher good for cash on their next visit if they buy selected items from shopping lists posted in the store or in newspaper ads. The three-week test is expected to last through June 6, when chain officials will evaluate its effectiveness.

There is no limit to how much of a rebate consumers can receive. The more items they buy, the larger the rebate.

This is the latest program from Catalina, which has been one of the pioneering firms in computerized supermarket systems that analyze the kinds of products consumers buy and then custom print coupons good for products they are likely to want on future visits. The coupons are printed as customers are leaving the checkout. The goal is to entice shoppers to make a return visit.

“We’re excited over the potential of the Quick CASH program as a major promotional vehicle to build store traffic,” said Kevin Davis, a Ralphs vice president.

Ralphs was the second chain in the nation to test Quick CASH. A Northeast store chain, Pathmark, was the first. Pathmark has launched five separate three-week campaigns with Quick CASH since.