Many grocery store chains offer customers a card they can scan when they check out and offer discounts to people who do so. To get the​ card, customers must give​ information, including a mailing address and​ e-mail address. The actual purpose is not to reward loyal customers but to gather data. Required:
What data do these cards allow stores to​ gather, and why would they want that​ data?

1. The data that these cards allow stores to gather are customer data.

2. The stores want the data to enable them understand the customer, their buying goals, customer preferences, and spending patterns.  These data enable the stores to stock their stores to meet customers needs.  They also use the data to understand the individual customers credit history and buying habits.

Step-by-step explanation:

Customer data are essential assets which businesses use to understand their customers.  They obtain the data through firsthand responses from customers, through investigation, or by asking direct questions.  Many organizations use loyalty cards to help them gather customer data, such as individual preferences and spending patterns.