It's quite interesting to see the Tesco US PR ball rolling – recently there was a feature in the WSJ that describes how Tesco leverages the data collected to provide richer consumer experiences.

While the industry adage says that only one percent or two percent of all coupons ever get redeemed, about 15 percent to 20 percent of all Tesco coupons are redeemed.

Reveries has a good summary here.

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