To better understand the common and more general needs of our customers and members. This helps us make sure we offer the right products and services and generally meet the needs of our Members. For example, it’s really useful for us to look at large sets of data to understand whether we’re better stocking skimmed or semi-skimmed milk. To give you a better and more personalised experience (this is sometimes referred to as 'profiling’). For example when using the App, we give you personalised offers based on your shopping habits. So if you buy a lot of apples, we might give you vouchers for apples (and not oranges). Sometimes, we'll probably make some wrong assumptions about you and we're really sorry about that. For example, maybe you'd prefer us to give vouchers for things you haven't tried rather than the things we think you want them for.
Is my data used in profiling? 
To give you a better and more personalised experience (this is sometimes referred to as 'profiling’). For example when using the App, we give you personalised offers based on your shopping habits. 