Newspaper article from our research archive:

Yes, loyalty cards save you money

Even though supermarket and drugstore loyalty cards have been around for years, I'm amazed at the number of times journalists ask me whether it's really worth using them. I always tell reporters that I believe loyalty cards offer far more benefits than privacy risks to shoppers. First, I've never quite understood the privacy concern regarding loyalty cards. Supermarkets do not share their databases with other parties without permission. Shoppers concerned about this tell me that they don't like the idea of "big brother" paying attention to what they are buying. Because we all buy our groceries in public, in plain view of other shoppers and store employees, this makes no sense to me at all.

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