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CVS tries pushing loyalty cards to next level

Christina Medici Scolaro

Loyalty cards seem to be everywhere in the retail industry these days. They help customers save money, obtain coupons and collect bonus points for future purchases.

They are also a source of big data that help companies improve their business by knowing as much about their customers as they can.

Last month, CVS Caremark took its loyalty program a step further and launched a new service called "myWeekly Ad."

CVS uses a proprietary platform that gathers and analyzes data compiled from its Extra Care loyalty card program in order to create personalized digital flyers for customers. The goal is to increase foot traffic and lift sales.

CVS's program is "opt-in," so customers who don't want their purchases tracked can easily stay out.

--By Christina Medici Scolaro

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