By marketing their Club Card as a free loyalty program, Tesco was able to track what their customers were buying, one card swipe at a time. By aggregating Club Card data, they created customer profiles that could predict consumer behavior. In the example above, Tesco found that new parents who bought diapers also began to buy more beer because they were spending less time in pubs and restaurants. Tesco was able to capitalize on this relationship by providing more coupons for which customers might have use. As a result, this also increased the chances that these shoppers would continue to come to Tesco for their buying needs.