business news in context, analysis with attitude

The Pittsburgh Post-Gazette reports on a new study from Carnegie Mellon University with two major conclusions:

1. Most supermarket chains with loyalty marketing programs haven’t created much loyalty among their customers…but they have created enormous databases that can help them compete with discounters and other alternative formats.

2. Most supermarket chains aren’t using the data they have.
KC's View:
At the risk of irritating the superior brain power at Carnegie Mellon, we actually have a suggestion that could help the supermarket industry enormously:

Anyone who finds either of these two revelations to be a surprise should immediately retire or find another line of work.

Like as consultants. Or maybe academic researchers.