Store discount cards were one of the most ingenius marketing strategies ever created. It isn't the personal information that matters. By using something like a Kroger Plus card, Krogers can track all purchases made at their store. This opens up a ton of demographics for an area, allowing the company to know when and where to put what on sale.
On gift cards... I don't much like them. Hard to forget the birthday I got $45 in Blockbuster gift cards.
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