Folks here are using two different definitions for “loyalty card”. The definition used in the article is that of rewards given in proportion to the amount and frequency of things bought at a particular store. This encourages the consumer to shop more at that store to get the rewards. The other definition, which seems to be used by most of the posters, is to give the purchaser discounts on particular items in return for the purchaser allowing his identity to be tracked. This doesn’t encourage a consumer to favor a particular store but does encourage him to share his identity with the store.
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