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If the past year was all about brands being flexible in how they engaged and rewarded their customers, then Giant Food hit their nail square on the hit when it came to launching an upgraded loyalty program in 2020. The grocer actually named the program Giant Flexible Rewards but did so before COVID forced many retailers to think again about how they adjusted to changing customer shopping habits and practices. “We really want to live up to the name of this idea that whatever our....

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