[kalmi10]

I think the idea is that if one in a loyalty program, and it provides them with some discount/benefits, then they are more likely to shop there instead of at some other chain. This way they spend their money at that chain, and that is good for the store. It's just one more way stores are competing with each other. It also provides the chain with some data, but I am uncertain of its utility. I don't really believe it to be useful for them in general for anything other than targeting.