BOISE, Idaho – In one of the biggest changes since Supervalu sold Albertsons, the supermarket announced that it is throwing out its loyalty card program, The Oregonian reports. The new owners — five investment firms — said that Albertsons “Preferred Card” will no longer be needed for discounts. Albertsons loyalty card members will still be able to scan their cards for uPromise or gas rewards programs.

"This week, we began notifying customers that our Preferred Card is no longer required at our stores to receive sales prices on items,” the company said on its website. “Once upon a time, a shopper card set customers aside. It meant that you were taking extra steps to save money, and we offered special items that were only available at special prices when you had the special card.”

Across the country, supermarket chains are trying different things to attract customers to their loyalty cards. Safeway gives special prices and coupons based on past purchases to its members, while Fred Meyer sends discount coupons to shoppers tied to spending over a certain time period.

“The card isn’t so special anymore. Everyone has one. So we want to take the special step of not requiring one anymore,” the company said. “Our customers are the only reasons that our doors open every day. Because of you, we exist. It’s that simple. We feel it’s our job to give everyone a great shopping experience, and that includes offering great prices to everyone.”