I recently signed up for points/promos at this store, using my email addy.
Targeted based on my purchase is my conclusion at this time. 

 Icecream 

 Frozen faffles. 

 faffle cones? for icecream? 

 Just waffles. But I suppose you could put icecream on them and try eat it like a cone! 

 All things are potential vessels for icecream. 

 At least it was opt in.

I'm wondering how long before they can do this via your CC. 

 Much too soon I’m afraid!