Every time you scan your loyalty card at the checkout, you are doing far more than just unlocking a temporary discount. You are actively participating in a massive data collection operation that builds a comprehensive profile of your household. Supermarkets and their parent companies track every item you purchase, the time and day you shop, the specific store location you visit, and how you choose to pay. While these programs are marketed as benefits to the consumer, they are primarily sophisticated tools for the retailer to map your life, predict your needs, and maximize their profit margins. I will examine exactly what your grocery store knows about you through your loyalty card.
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