LOYALTY CARD WAR IN U.K.; J. SAINSBURY JOINS BATTLE

LONDON (FNS) -- The customer loyalty card battle is heating up in the United Kingdom, with J. Sainsbury plc here the latest food retailer to launch one and Tesco plc, Cheshunt, England, raising the ante with new card services.The new Reward Card represents a reversal by Chairman David Sainsbury, who last year insisted loyalty cards were merely electronic green stamps, an ineffective marketing tool.Sainsbury's

LONDON (FNS) -- The customer loyalty card battle is heating up in the United Kingdom, with J. Sainsbury plc here the latest food retailer to launch one and Tesco plc, Cheshunt, England, raising the ante with new card services.

The new Reward Card represents a reversal by Chairman David Sainsbury, who last year insisted loyalty cards were merely electronic green stamps, an ineffective marketing tool.

Sainsbury's launch follows on the heels of rollouts by Tesco and Safeway plc,

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