PLEASANTON, Calif. - Within five years, prepaid cards for gifts and other purposes have become one of the biggest categories for Safeway here. The rapid growth of prepaid cards has been widely reported, but with aggressive merchandising and marketing, combined with a marketing subsidiary unusual in the supermarket industry, they have played a central role in Safeway's resurgence, top executives reported. For example, Steve Burd, chairman, president and chief executive officer, said this ...

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