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Submitted By bellepp
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http://www.guardian.co.uk/lifeandstyle/2003/jul/19/shopping.features 17/03/13 11.52am
The card up their sleeve
It sounds good - loyalty cards entitle us to freebies or cash simply for shopping at our local superstore. Of course, retailers get something in return: a heap of information about us we might prefer them not to know. That's before they get started on the new tags that track you and what you buy. Rachel Shabi investigates

Every time you reach the checkout in the two biggest supermarket chains, it's the same question: have you got a card? It can get irritating, but nonetheless we have willingly signed up to their reward schemes - in droves. According to market researchers TNS, around 85% of UK households have at least one loyalty card. We've accepted the membership rules of these innocent-looking, points-mean-prizes clubs: you show us some loyalty, say the retailers, and we'll give you nice bonuses in return.
That loyalty, on the face of it, is based on how much you spend with one particular retailer. Sure, the rewards aren't huge but, as Tesco likes to put it, "Every little helps." Besides which, we in the UK love bargains, and getting something for nothing even more. But the question is: how much does the nothing really cost? It is not simply a matter of choosing to be "loyal", now synonymous with "open your wallet", to one supermarket over another - the cost is in having your purchases scrutinised and analysed in staggering detail by the loyalty card retailers. You'd be amazed what they can do with a seemingly innocuous flow of till receipts, coupled with your loyalty card. Worse, having accepted the principles of these schemes so gamely, we have paved the way for the kind of surveillance technology that will turn your stomach once you realise that it is happening in real time and not in some implausible, futuristic film. Right now, we are the

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