First Data Corp. is piloting a tiered consumer-loyalty program at three locations with food-service provider Compass Group North America, according to the companies. The pilot runs through Dec. 31. Zipthru Rewards is an automated, points-based loyalty initiative for Compass Group locations. The tiers distinguish customers by their level of purchases, with the most-loyal customers receiving additional rewards. Compass Group also uses a nontiered version of Zipthru at several of its corporate café and dining-center locations. Both programs use First Data's loyalty technology. Consumers sign up to participate online. To use the service, consumers must swipe their Zipthru card at the point of sale, says a spokesperson for Charlotte, N.C.-based Compass Group. The card is not a payment device nor is it tied to one, notes a First Data spokesperson. Consumers receive points each time they make a purchase, and First Data tracks the points consumers accrue with their purchases, says the First Data spokesperson. "Transaction and purchase data are captured at the point of sale and stored in the loyalty database," says the First Data spokesperson. Rewards include access to special discounts on merchandise, travel and entertainment from local and national vendors, and coupons for free or discounted meals in Compass Group locations, says the Compass Group spokesperson.

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