The first organisation I investigated was in the retail sector. The supermarket used Primary data collection as it collected the data themselves, automatically, when customers used their loyalty card when they paid and was collected over two months, so this is very recent data.  They collected information about the customer number, the date, the time, how much the customer spent, their gender, whether they went through self- checkout and how long the process took.
For the supermarket, as well as being Primary data, loyalty card data is also Big Data, as they have so many customers, this is a massive amount of data that is collected that they can use to make decisions.  This data is also collected from source , directly from the customer and should be accurate.
The impact of using loyalty cards is that it is a good way of collecting data, the data is collected at source and the supermarket will not need to ask the customer any more questions as all the information they need e.g. name , address , age  is already recorded and complete.
It is a reliable way to collect a lot of good quality data, because the data is collected when the till person scans the card and as 90% of the customers have one this data is quite complete. This type of Primary data collection is always up to date and accurate as it is an ongoing data collection method for the supermarket.