Earlier this month, PW Supermarkets, a 10-store retailer based in San Jose, Calif., went against the grain -- in both the United States and especially its marketplace -- by discontinuing the linkage of store discounts to its loyalty card that began in 1999. Shoppers no longer must sign up for a card to receive discounts at the checkout. They can still opt to get the card as a way to donate a percentage of their purchases to local schools. Why did PW pull the plug on card discounts? "The ...

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