WAY OFF: Insidious business practices

[Paul Mather]

Keith,

This has been going on for quite some time.  I recall when I was a GTA
for the Professionalism in Computing class here I screened some sort of
video called "They Know Where You Live" (or something similar), which
was about Direct Marketing.  It's all about the quest for data.  More
specifically, purchase histories.  Some supermarkets actually started
with store credit cards, so they could tie register data with
individuals.

You can probably blame data mining for the increase in all this lately.
Having done a data mining class, and looked at some of the algorithms
and approaches used, it is just as useful to know that X bought these
items together, rather than Keith Henderson of Ohio bought these items
together.  That's why they're not fanatical about verifying your
information.  The name and address only come in handy for them if they
decide to start sending you "targeted promotions." :-)

Incidentally, haven't you realised that WWW sites have been doing this
for ages (assuming you have cookies enabled)?  It is becoming more
prevalent as folks jump on the "personalisation" bandwagon.

To answer your question about how widespread this is, I can say our
Kroger introduced it at least a year ago.  I was fairly miffed because
their "buy one get one free" type promotions now only apply when using
the Kroger Plus card, and there are now many "Kroger Plus" savings which
only apply when using the card.  But, as I filled out my application in
the name of J. R. "Bob" Dobbs of Dallas, TX, I don't lose too much sleep
over it.

Food Lion introduced this here much before Kroger.  (Food Lion have the
"MVP Card;" what an ego boost every day!;)  I still have my (now
dog-eared) temporary card, and so don't even have a fictitious ID
registered with them.  The cashiers occasionally do a double-take at it
every now and then (it is not even plastic, like the real ["permanent?"]
cards).  Mind you, Food Lion do sometimes run lottery promotions, such
as free groceries for a year, and cash prizes, etc., so I have wondered
if I've ever won any of these and had it go unclaimed. :-)

=> And because of Kroger's new card, they have a special response, which is
=> quite interesting.  You're paying for their market research!  :)

Are you saying your Kroger Plus card offers no benefits?  I get good
savings with the one I use.  (BTW, at our Kroger, coupons up to 50 cents
are *always* doubled when using the Kroger Plus card, which is a big
saver.)

Cheers,

Paul.

e-mail: paul at gromit.dlib.vt.edu

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