MERCHANT LAUNCHES CELL-PHONE LOYALTY PROGRAM

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

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

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