Marketing Company Follows 3 of 4 U.S. Households as They Shop

[The Straight Story]

Marketing Company Follows 3 of 4 U.S. Households as They Shop


In less than three years, Pointer Media Network has become a behemoth in the world of consumer tracking. The company claims to monitor 76% of American households to learn what people buy, so it can sell this information to retailers hawking their products. Pointer Media has amassed such a wide reach through shopper IDs and customer loyalty cards in stores like A&P. KMart, Walgreens, Safeway, Kroger, Ralphs, Piggly Wiggly, Winn-Dixie, Fry’s and others. In any given week, the company claims to track 150 million shoppers and 250 million transactions at 250,000 checkout counters at 23,000 stores.

One example of how Pointer uses this information takes place at the checkout counter. When you turn over your shopper ID, a printer next to the register prints out a personalized coupon based on the history of your purchases. In its pitch to companies, Pointers says they “can pinpoint your volume buyers, identify the best targets for new products, or spot loyal customers who are about to leave your brand.”

http://www.allgov.com/Where_is_the_Money_Going/ViewNews/Marketing_Company_Follows_3_of_4_US_Households_as_They_Shop_110405

[hobbit709]

1. That's why i don't go for those cards.

I always refuse if they ask me to sign up. I won't even give my phone number when I'm buying something at a store. Of course, paying cash keeps the trackers away.

[Atman]

2. I don't really have a problem with this. It's retail.

Is there actually anything wrong with a retailer fine-tuning special offers and sales just for you? It's not like they're following you home to see what you DO with that can of Crisco and package of clothes pins. The only time I have an issue is when I have to pick up some "feminine" products for my wife at CVS or the like; next time I shop there I'll get a string of coupons for tampons and pantyhose and stuff. But so what?

[RaleighNCDUer]

3. And because of that, every couple of months I get a batch of coupons

from Kroger for items they know I already buy regularly. If there's a data base somewhere which contains info on my preference of Popsicles, fine.

OTOH, I always use cash when buying books, movies, etc., which could help identify my political leanings. So I'm just a 'little' paranoid.