Blue Chip Stamps started as a trading stamps company called "Blue Chip Stamp Co." They were a competitor to S&H Green Stamps. Blue Chip stamps were a loyalty program for customers, similar to discount cards issued by pharmacies and grocery stores in the digital era. A customer making a purchase at a participating store (typically grocery stores, gasoline stations, and pharmacy chains) would be given stamps in proportion to the size of the purchase. The stamps would be issued by machines next to the cash register. The customer would paste the stamps (which could be licked or moistened with a sponge, like postage stamps) into books. The books could then be taken to a special redemption store and redeemed for merchandise, such as lawn furniture, dining tables, table ware, and many other items