CAMBRIDGE, Mass. -- Broadway Marketplace, a one-store upscale market catering to the tech-savvy academic community here, is launching a loyalty program today that leverages a shopper's cellular phone instead of a traditional loyalty card. Under the highly unusual program, shoppers who sign up will be able to secure discounts on 18 to 22 items by presenting their seven-digit cell-phone number to the cashier. After developing a database of shopper preferences tied to the loyalty program, ...

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