Month after month, Jacob and Emma, a couple in their early thirties, are racking up loyalty points based on their purchases at the nearby home improvement store where they often shop. A recent email from the retailer urged them to check out the great rewards they can claim using the 2,600 points they’ve accumulated.

Intrigued, Emma went online to see what she could find. Setting up her account was confusing, but she finally got into the site and began searching for items they could use in the new house they’re....

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