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    Homeland Stores Pilots New Own-branded Debit Card

    EDMOND, Okla. -- HAC Inc. here, operator of 67 supermarkets throughout Oklahoma and Kansas, including 49 Homeland Stores, launched its own branded debit card, the One Card Plus, in five of its locations.

    EDMOND, Okla. -- HAC Inc. here, operator of 67 supermarkets throughout Oklahoma and Kansas, including 49 Homeland Stores, launched its own branded debit card, the One Card Plus, in five of its locations.

    Homeland is using the Debitman Card, Inc. payment network to issue the new cards. Debitman's One Card Plus links PIN debit payments with the shopper reward programs available through its existing One Card reward program. One Card Plus can also be used at more than 200,000 merchant locations nationwide that participate in the Debitman network.

    "We've expanded our One Card reward program to provide shoppers with rewards and payment benefits in one card," said Darryl Fitzgerald, Homeland's president and c.e.o. "Our shoppers can now walk into the store with just the One Card Plus and complete their shopping quickly without identification or separate payment cards and without having to sign a receipt. Their personal identification number (PIN) provides a secure means to ensure that only they can access their debit accounts."

    The company is promoting the new program with two $50 shopping sprees per store each week during the initial phase.

    Homeland is leveraging The Retailer's Network, a merchant-friendly debit payment network, operated by Chico, Calif.-based Debitman, which reduces the fees that merchants pay for accepting electronic payments. Check cards now account for almost two-thirds of electronic card payments at Homeland supermarkets. Shoppers can receive up to $150 cash back when making purchases with their One Card Plus, which incorporates existing shopper benefits programs, including customer rewards, double coupons, sweepstakes entries, Upromise, and Dollars for Schools.

    More than 200,000 locations nationwide accept Debitman network cards, including Wal-Mart, Sam's Clubs, CVS, Dollar General, and Walgreens. According to industry trade reports, the number of debit card transactions in the U.S. now exceeds the number of credit card transactions and will account for two-thirds of all card-based purchases by 2009.

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