But to what benefit? I use a discount card at my local supermarket. It also saves me anywhere from $0.10 - $0.40/gallon on gasoline. Beyond getting lower prices

But to what benefit? I use a discount card at my local supermarket. It also saves me anywhere from $0.10 - $0.40/gallon on gasoline. Beyond getting lower prices, I don't see any personalized marketing tied to my use of the card.