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Whilst I would agree there is value in a loyalty card scheme, in terms of better understanding customer needs and preferences, that cannot be at any cost. If it costs £1m to increase profit from greater loyalty by £500k wheres the logic in that ? Price is by far the greatest driver of shopper choice and hence loyalty, the debate is between investing in costly loyalty cards or investing in prices. The fact it's 2s each between the big four confirms the sums aint easy...