Optimum Point Gathering.

Shopper's Optimum card offers its users points in exchange for meaty demographic marketing info. Here's the thing: at the end of key aisles, Shopper's Drug Mart offers an array of Gift Cards from restaurants to phone service, to Shopper's Drug Mart cards. Can you see where I'm going here? So far, there is no restriction on earning points when buying a Shopper's Drug Mart Gift card. Buy a card, get points. Use a card to buy stuff, get more points. Bonus.

Thanks to Brian for pointing out this Jumping Moose.