Supermarkets Dropping Loyalty Programs

In Time:  Numbers of people in the programs are still increasing, but number of programs are decreasing.  A fairly extensive article about this mini trend.  Customers concerned about data privacy, and the sheer inconvenience of carrying and fumbling for multiple loyalty cards.  Though the latter could be solved by carrying more of them in digital form on a smartphone.  This still does not seem to be common practice.  If this continues it will change the kinds of data we can gather.