The boundary separating your daily healthcare routine from your weekly grocery shopping is fading rapidly. Corporate chains are searching for new ways to build fierce loyalty while collecting highly valuable consumer data. The latest trend involves linking your digital shopping profile directly to the smart watch strapped to your wrist. Shoppers are receiving notifications asking them to share their daily step counts and heart rate data with their favorite store. Understanding why your supermarket app wants access to your fitness tracker this spring helps you decide if the trade is actually worth it.
