Concord Shaw's Says Goodbye Rewards Card, Hello Lower Prices

Shoppers at the two Shaw's Supermarket locations in the city of Concord should expect to some good news today: Lower prices. 
On June 28, the company ended its Rewards program and made a commitment to, instead, lower the store's prices for customers.
“All of our customers deserve to get the lowest price on their groceries without needing to carry a Rewards Card with them,” said Shane Sampson, president, Shaw’s and Star Market, in a statement. “Our goal is to provide our customers with an experience that is simple, easy and focused directly on them.  Every customer who walks through our door deserves our best – from service to foods to pricing—and these lower prices are what our customers can expect from us every time they visit one of our stores.” 
Savings with the card, something the company is calling "You're in for Something Fresh," will feature a redesigned weekly circular and signs inside the store that Sampson said will "create excitement and illustrate the company’s commitment to quality products and great customer service."
The Star Market chain, which was later purchased by Shaw's, was one of the first companies to create the Rewards card concept in the mid-1990s, in an effort to electronically track what its consumers were purchasing, a precursor to the data-mining strategies that are prevalent in nearly everything today.
The chain has 169 stores in five New England states. Store locations in Concord are on Fort Eddy Road and D'Amante Drive.