Kroger Co., a large nationwide grocery chain, maintains a customer reward system titled the “Kroger Plus” card. Customers who enroll in this system are entitled to discounts on products at Kroger stores and on gasoline. To earn discounts and other rewards, the shopper must use the “Kroger Plus” card at the time of checkout. The card has a bar code that identifies the customer. This system allows Kroger to determine customer buying patterns and to use the data for data mining. Using a Web search engine, search for “data mining” and “grocery.” In a one (1) page response, describe what types of information grocery stores collect that they can use for data mining purposes. Also, describe how grocery chains use data mining to improve performance.

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