Some critics of loyalty cards have decried them as an intrusion into consumer privacy or an unfair separation of shoppers into card holders and non-card holders. But recent applications of shopper cards have elevated them into a new realm that may prove more persuasive to critics: food safety. For example, a number of retailers now use card purchase data to contact shoppers who have bought products subject to a recall. And more recently, shopper data has proved increasingly helpful to ...

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