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Loyalty cards are the most common form of loyalty programs found throughout the world today. In the United States, almost seventy-five percent of consumers own at least one loyalty card, with over a third of all shoppers owning two or more. Major supermarket chains, such as Safeway and Albertsons, nearly all have loyalty cards, also known as rewards cards or benefit cards. These supermarket loyalty programs usually operate by offering a discount on certain products, usually marked throughout the store, to those who have a loyalty card. In exchange for this discount, customers are giving the store access to itemized receipts of their buying habits in the store, allowing the business to better cater to their needs and build product purchasing and discounting to help retain their most profitable customers.

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