Crossing the Line Creates Cross Customers
It’s no new news that brands track our purchases and then send us coupons, promotions, special offers and “news” that fit our shopping patterns. That’s cool. Bring it on as, in most cases, we win with worthwhile discounts, loyalty rewards, and such that pay off in one way or another.
We expect this kind of personalized communications for simple products bought at Wal-Mart, Target, Amazon and so on. In most cases, we all know its happening, and its okay because its data that is not threatening. Who cares if Walmart knows I buy Newman’s spaghetti sauce, or that I have a fetish for glitter green nail polish? Right?
But, with all of the new technology available to track, monitor and influence consumers’ purchasing behavior in real-time, the game is changing.
We now are being listened to on our social sites so Facebook and others can serve us up ads for products we just browsed and might have left in our shopping cart, upping its profits if the social network can get us to go back and buy.
And we are being watched by big data users when we go to the store physically — not just online.
And for most — myself, included — this doesn’t feel so good.
Consider this: When out of town, shopping at a store where I don’t usually shop, I bought mouse traps as I unwittingly let one of these unpleasant creatures in my house. That night, while opening up the Solitaire app on my iPhone to help me find sleep, an ad for that very brand and type of mousetrap appeared on my phone. Odd, but I noted that someone was possibly tracking my purchases via my credit card and then appending that to my phone. Okay. Not what I signed up for, but I understood it — at least for this one purchase.