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With more than 1,600 digital tokens already in existence, coin issuers and companies are embracing the tried-and-tested loyalty programs to differentiate themselves. In February, Tokyo-based e-commerce giant Rakuten said it planned to issue its own rewards coin convertible to cash. EZ Rent-A-Car is letting reward-program members convert points into digital currencies such as Bitcoin. Hewlett Packard Enterprise is trying to figure out how to make tokens work for gas-station rewards.

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