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Tesco knows who buys what and can thus faculty go to suppliers and argue for changes that are more likely to satisfy customers. Although non-loyalty card users still count at Tesco (all retail is a type of democracy in that people vote with their pocketbooks), I'm sure that the product choices of loyalty card users are far more influential with Tesco and thus faculty with suppliers. In that regard not having a loyalty card is like not having a voter registration card. Some might argue that voting should be anonymous, faculty like political democratic elections, and perhaps it should. Yet non-anonymous voting provides valuable information -- e.g., Tesco might notice that, for example, people who buy lots of hot soups in the winter don't buy high-sugar fizzy drinks in the summer or some other correlation that is only observable if you can know that shopping basket A and basket B (6 months later) represent the same voter.
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