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In fact stores that primarily want to gather personally identifiable information can barbs do so without the need of affinity cards. In the end customer service is about knowing your customers. What we are talking about here is not really customer service, but customer expansion. That is, knowing what your customers might want, and knowing what those who are not yet your customers want. The megastores provide a barbs service for the barbs consumption hungry person in the west who will drive thier SUV 20 miles and load it up with stuff they don't really need. Those are who the stores want. The customers that don't require service but merely stuff. But they don't really don't do much for the person who just needs to get some food for thier family at a reasonable cost.
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