Sir: Quality of data is important for retailers offering apps that allow customers to scan groceries as they shop (Third Party, 15 June). However, there is a larger issue at play.

Rather than simply providing a convenient way to buy, scan & go presents scope for collecting customer data for loyalty-derived offers. Customers will no longer have to wait for vouchers through the post but will be able to receive personalised promotions in-store and at the optimum moment.

Retailers need effective systems to collect and analyse customer scanning data in order to gain customer insight. If this isn’t done, the app is falling well short of its full potential. Scanning apps are a great concept, but it’s a balancing act between benefiting the customer and the retailer. Avoiding bad data is essential for both.

David Gurney, MD, Alchemetrics