Full-text of this article is not available in this e-prints service. This article was originally published in Marketing Intelligence & Planning, published by and copyright Emerald.

Paper presented at the BSE Conference, 2005, September 4-6, 2005, Leeds. Full-text is available at http://www.crrconference.org/downloads/mills.pdf

Considers the potential that retail loyalty card schemes offer for a more informed understanding of consumer behaviour. With the widespread introduction of loyalty card schemes across the UK, Europe and North America, retailers now have the opportunity to link detailed shopping pattern...