(By Kusum Ailawadi and Paul Farris, Landmark Communications Professor of Business Administration at University of Virginia’s Darden School of Business) Eliminating a loyalty program that was being used primarily to deny promotions to non-members is a good idea for Shaw’s and Jewel-Osco supermarkets. But watch out for the temptation of “everyday” low prices in lieu of promotions. You may have to find new ways to target and deliver them, but you can’t afford to do away with promotions.