About 86 percent of consumers have a supermarket loyalty card and the majority of them say the benefits of the card are worth giving up some privacy, according to study by Boston University’s College of Communication.
The cards generally offer discounts to customers and supermarkets can use them to track what customers spend. While more than half of those surveyed are concerned about how much information companies have on them, only about 16 percent think about the fact that grocery stores know what they spend.
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