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When you take a look on the paper "Beeinträchtigung der Privatsphäre in Österreich" (Intrusion on privacy in Austria) there is an interesting chart on pages 14/15.
This chart shows what information is available to whom and where it is gathered.
In the last column loyalty cards are listed. A lot of data is available to companies whose cards you use.
Many shopping chains issue loyalty cards and reward you for using these cards.
The question arising is: Why do companies give big discounts only for using their customer cards?
The answer is easy and clear: With the information gathered marketing can be triggered more individually and personal data can be sold.
Where in Germany or the USA nearly every grocery shopping chain has such a loyalty program monitoring the shopping behaviors of its customers there is only one such chain in Austria.
The Merkur Warenhandels AG has a customer liaison program called "Friends of Merkur" where they offer special discounts for customers......
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Title: Invisible Information Gathering Through Loyalty Cards
Approximate Word Count: 495
Approximate Pages: 2 (250 words per double-spaced page)
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