Fetch Rewards, based in Madison, Wis., is a startup that’s rolling out an app by the same name with the intention of uniting grocers, brands and consumers. The app, which incorporates gamification and standard shopping tools such as lists, savings and specials, includes a seamless way to digitally cross-promote merchandise. Shoppers scan the bar codes of products to learn of potential savings. Along with the savings, they can be led to other products, either with or without additional incentive for the shopper. Savings on a purchase of hot dog buns might be increased with the purchase of hot dogs, for example.