Sainsbury's US subsidiary Shaw's is launching a new Reward card to replace the current loyalty scheme at Shaw's and Star Markets in a renewed bid to win customer loyalty. Sainsbury's is also revamping the Reward card scheme this side of the Atlantic, and it will be relaunched in a matter of weeks. Under the US scheme, cardholders will be entitled to increased savings at the company's 167 Shaw's and Star Markets stores through deeper discounts and targeted direct mail savings. They will also receive discounts from partners such as entertainment venues, restaurants and other retailers. A spokesman said the firm had invested "a substantial amount of money" in the programme but insisted it was money well spent as Shaw's was able to use the marketing data from the cards effectively while its "really attractive deals" would help persuade fickle consumers to stop shopping around. "These cards can be a costly burden, as some retailer have discovered," he added, "but only if you don't know how to use them properly." Suppliers can obtain useful information about the type of customers buying their products from card data, he explained. While this data would benefit both parties in the long run, suppliers are asked to pay a "small charge" to get hold of some of the data for marketing purposes. {{NEWS }}