Over the two-plus decades they have been part of the supermarket business, card-based electronic loyalty programs, for better or worse, have generally hewed to a few basic tenets. In essence, the programs call for shopper to present their cards at the checkout to receive price reductions. This enables retailers to know, on an item-specific basis, what each of their shoppers is purchasing, as well as who their best shoppers are. Armed with this knowledge, retailers can tailor additional ...

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