Loyalty Cards: Reward or Threat?

Note the date, then consider recent advances.  Are you looking forward to a cash-less society?  Beware data mining, big data, big brother.

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Loyalty Cards: Reward or Threat?

By Martin H. Bosworth
07/11/2005
http://www.consumeraffairs.com

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When you’re stacking up grocery items at the checkout line, you’re probably not worried about whether your supermarket chain is compiling a profile of you based on what you buy, and storing that information for its own use. After all, who cares if you buy one brand of tissues over another, or favor name-brand microwave pizzas over store brands?

Supermarket chains care. So does CVS. So much so that they use discount cards (referred to as “membership” or “loyalty” cards) to offer you what seem like great bargains. They use the cards to keep tabs on what you purchase, how often you shop, and what your buying preferences are.

And, just as data brokers like ChoicePoint collect personal data and use it to build an aggregate “profile” of individual consumers, supermarket chains use their stored data to target buyers with “special” offers and “preferred” advertisements from their marketing partners.

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Please click the link to see the complete article.
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About ace5ace

60, roaming the Ozarks.
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