Originally Posted by
cdancer20
Like you said, you are new to MS. A lot of us were around with Serve pre- April 2014 and possibly thought the same as you. Everyone was super excited when CVS allowed loading Serve card with CC. It was perfect. I know that I quickly dropped Bluebird to make the switch. Then all of a sudden, CVS changed their rules. No more Serve reloads or VR purchases with credit cards. I don't believe that it was an Amex decision but rather a CVS decision due to swipe fees, fraud, etc. Therefore, it's quite possible that Target would decide to do the exact same. Has nothing to do with Amex but rather Target.
CVS didn't decide they didn't want to sell VRs anymore. The memo was quite specific that the company that markets VRs raised their fees to a point where it was no longer profitable for CVS. That's why we were able to just switch to OVs and carry on. If it had been a question of fraud, etc, CVS would have stopped selling OVs with ccs too, but they didn't, they are still selling them with ccs. Totally apples and oranges to RB.