Safeway introduced a combined debit card and store loyalty card so that it can pull money directly out of a customer's checking account without paying the hefty fees it incurs when customers pay with a bank's debit card.
Those signing up for the program get a new Safeway Club Card that includes the Fast Forward debit feature.
Customers choosing not to carry their Club Card can still pay with Fast Forward debit by using the phone number linked to their loyalty card account and a PIN.
"This is a unique program. It benefits our customers by offering a secure, convenient way to shop and allow them one card for payment, Club Card discounts and 'Just for U' discounts," said Safeway spokeswoman Teena Massingill. "All personal information is kept completely confidential."
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