QFC, the grocery store closest to me, has those irritating shoppers cards. They try to motivate me to use it with discounts, but that just makes me want to use a card, I don't care whose card and I don't care if the data is accurate. They should let me have my data or make it useful to me so that I actually care.
I can imagine several useful tools based on this: automatic grocery lists, recipes using the food you purchased, cheaper alternatives to your purchases, other things you might like based on what you purchased, or integration with dieting websites or software. At any rate, right now all I care about is getting the discount from using a card, but if they made the data available to me then the grocery store could align our interests and I'd want to ensure the data's accuracy.