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The Dallas Morning News reports that Whole Foods plans to bring its new loyalty rewards program to the city sometime this summer, and move from there to a national rollout.

According to the story, "The program that’s still in test mode allows you to earn points for free products and dollar-off discounts. There’s no keeping track. Shoppers register a card and log into a rewards website on the grocer’s website to start earning points. It also works with an iPhone app."

The News notes that this is just part of Whole Foods' broader strategy designed to reconnect with shoppers and change its "whole paycheck" image. The company also has added digital coupons to its portfolio, and has opened the first of its new "365" format stores, which feature lower prices, a more limited selection, and a greater emphasis on technology.
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