Many companies are building customer databases through loyalty programs. One example is the Optimum program of Shoppers Drug Mart Corporation. Customers collect Optimum points when they spend money at the stores. Each purchase is recorded, and so the company collects information about customer demographics and shopping patterns. These data can be used in a variety of ways to target marketing efforts. For example, flyer distribution can be limited to neighbourhoods where the flyers are most likely to have an impact. Do some research to identify other customer loyalty programs that allow companies to collect customer information.