LoCard: Harnessing the potential of customer loyalty card data

Consumers’ eating behavior holds major implications for health, well-being, environment and society at large. LoCard research group focuses on exploring these themes through vast amount of loyalty card data. In close collaboration with S-Group, a major Finnish co-operative, the retailer’s customers are asked for permission to share their loyalty card data for research purposes. No individual consumer or household can be identified from the data, and only such data is being used that the customer has granted permission. With this data, LoCard researchers strive at understanding, for example, consumers’ behavior and attitudes toward food healthfulness and sustainability.

Jaakko Nevalainen
Professor in Biostatistics

Tampere University
Areas of expertise: Statistical analysis in particular in the fields of nutritional epidemiology, public health and biomedicine.

Mikael Fogelholm
Professor in Nutrition

University of Helsinki
Areas of expertise: Nutritional epidemiology, diet and health, environmental influences of diet.

Maijaliisa Erkkola
Professor in Nutrition
University of Helsinki
Areas of expertise: Dietary assessment methods, sociodemographic differences in health behaviors, and  diet – health relationships, especially among families and children. 

Hannu Saarijärvi
Professor in Marketing

Tampere University
Areas of expertise: The societal role of retailing, customer data, customer value, customer orientation.