HOUSTON -- At Gerland's Food Fair, a customer card is about far more than everyday discounts. Gerland's Customer Advantage program is multi-faceted loyalty, making use of frequent shopper points, in-store promotions, direct mail, cash register receipts, a Web site, interactive kiosks and fuel stations, said Kevin Doris, president and chief executive officer. "We try to constantly reinforce to the consumer that there is a tremendous benefit in using the card, and the end result is that the ...

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