Customer loyalty services and customer club services, for commercial, promotional and/or advertising purposes featuring the ability for customers to earn rewards with a value equivalent to cash when applied to purchase goods or services from a participating merchant subject to compliance with any conditions imposed by the merchant; Promoting the goods and services of others by means of the issuance of loyalty rewards cards which offer customers the ability to earn rewards with a value equivalent to cash when applied to purchase goods or services from a participating merchant subject to compliance with any conditions imposed by the merchant; Providing incentive award programs for customers and employees for the purpose of promoting and rewarding loyalty through the distribution of prepaid stored value cards having a value equivalent to cash when applied to purchase goods or services from a participating merchant subject to compliance with any conditions imposed by the merchant; Providing incentive award programs for customers for frequent use of participating businesses through the issuance and processing of loyalty coupons having a value equivalent to cash when applied to purchase goods or services from a participating merchant subject to compliance with any conditions imposed by the merchant