I shop at Giant Food stores frequently. They offer special discounts and coupon offers to customers who join their customer membership club. Giant Foods is the most intuitive customer incentive program that I am aware. The member card is perhaps the most powerful tool for Giant because customers can use it at self-checkout, cashier-assisted checkout and download coupons to the member's card online. And Giant leverages market basket analysis by customizing their member’s shopping experience. I have noticed after a set of purchases (for instance if I buy the same brand milk, or coffee, or vitamins), the point of sale terminals can issue a product coupon immediately. And customers receive member points each time they use their card. Customers