Sure, shoppers love discounts as a reward for their loyalty. However, many supermarkets are finding they can take loyalty to a new level by enabling frequent shoppers to cash in their points for a variety of items, ranging from movie tickets to donations to their favorite charities. "Our objective is to give the customer a lot of reasons to pull that card out, not just when they are shopping our store," said Stephen Zubrod, vice president of marketing at Baker's Supermarkets, a 20-store ...

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