Britain's second largest supermarket chain J Sainsbury has strongly refuted rumours that it is to emulate its rival Safeway (number four in the sector) by axing its Reward loyalty card scheme.

Sainsbury maintains that the scheme is simply under review to identify areas for improvement and cost savings – a natural consequence, it says, of the recent new appointments of chief executive Sir Peter Davis and marketing director, Sara Weller.

The ailing chain also refuted speculation that the review will be handed to an outside consultancy, describing it as “a small internal process”. There is still value in loyalty card schemes, insists Sainsbury, despite Safeway’s decision to scrap its ABC card because of consumer apathy.

News source: Precision Marketing (UK)