Tesco’s “Club Card” is marketed as a loyalty program for its frequent shoppers. During checkout, members are prompted to swipe their card to increase Club Card points and perk. The Club Card also provides customers with targeted coupons based upon their individual needs. For example, Club Card members who buy diapers for the first time are then mailed diaper coupons to use during their next visit. Subsequently, these same members are also mailed coupons for beer. Why?