SUNBURY, Pa. — A new loyalty initiative at Weis Markets here is built around rewarding the chain’s best shoppers — and vice versa. The Weis Gold Card, distributed last month to around 250,000 shoppers at Weis whose annual purchases exceed $3,500, is built around the idea of providing what Weis officials called “enduring value” for shoppers — a theme the company also intends to reflect as it celebrates its 100th anniversary in 2012. The card further ...

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