A smartphone app which ties up to a real person, and can monitor which shop you're in (and when) sounds like solidly useful customer data.
If the app is so convoluted that a vast proportion of potential marks give up trying to access the benefits, that sounds like a win for the app owner.
Especially as many ex-users are likely to never uninstall the app, so it can continue surreptitiously slurping the data (with explicit user consent).
Trebles all round!
(Yeah, never attribute to malice and all that, but in our office we're convinced that the shiny web-based expenses thing newly foisted on us is designed to make you want to give up 'cos it was only a couple of quid...)