Shaw's is eliminating its loyalty program and offering the same prices to all customers to repair its brand image, which was burned by high prices under the previous owner, experts say. The move puts the chain more in line with grocers such as Trader Joe's, which relies less on data provided by cardholders and more on low prices to drive sales. "The most important priority for Shaw's is to get people back in the stores," said Mike Berger, senior editor of The Griffin Report of Food Marketing