If by 'gruelling' you mean (for SH) that a MYR One card is 'extremely tiring and demanding' as in 'doesn't provide SH with an increase in the company's long term value, and chews up profits' then you may be omitting how these cards build loyalty.
On top of that, possessing a database of 3.5 million cardholders is an attribute many businesses would 'kill for' (I use that in the non-literal sense).
The MYR One card encourages impulse buying. Some patrons will be savvy and only shop with MYR when items are discounted, but others will pay what we used to call 'full Tote odds'.
If it's true MYR is finally attracting a younger demographic that's partly facilitated by these loyalty cards, that will help to make the company's future somewhat more certain.
MYR Price at posting:
51.0¢ Sentiment: None Disclosure: Not Held
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