Albertsons has removed the key benefit to shoppers joining its loyalty rewards program — lower prices.
According to RISNews, the supermarket retailer has ended discounts at its stores and at several of its banners, including Shaw's, Star Markets, Acme Markets and Jewel-Osco.
The move may be a result of useless data collected by the loyalty program, the article reported.
The retailer notified its customers via a blog post last month that its Preferred Card was no longer required to receive sales prices on items.
"The card isn't so special anymore. Everyone has one. So we want to take the special step of not requiring one anymore," said public affairs director Christine Wilcox.
Read more about loyalty programs.