Your non chain store that has a loyalty program, probably doesn’t have the interest or capital to pay some third party to manage the data collection and analysis to try to direct market things to you.
Worked at a co-op grocery store for a while. The “owners” could use their owner number to keep track of their purchases to count towards their patronage refund amount and it also allowed some limited ability to look at full transaction information to deal with misrings, returns without recipts, etc. in the decade that I worked there, there was no effort or interest (even though the people running the coop at the highest level were definitely “business goober” types) to try to use the info for direct marketing or to sell to a data broker.