It's not a new thing for retailers to track data about customers. This I know because waaaaay back in the stone ages when I worked retail, some customer data and purchase information was already being collected and used to adjust marketing efforts. It's hard to imagine, but there were even computers way back then!
What has changed is that companies have figured out how to use that data at an individual level, instead of just aggregating it all. That's to say, back in the stone ages TV ads were purchased on HGTV because their viewers had the same demographics as the customers at the store where I worked. Now companies skip right over aggregating the data and market directly to you.
Don't believe me? It's been written about elsewhere. (Target isn't the only company doing this, by the way. They just managed to be the first to make headlines with it.)
Every time you use a debit card or credit card or write a check, your purchases can be cross-referenced with your demographic information and blah, blah, blah. Big companies are now able to act like little mom-and-pop stores. They know what you've bought in the past and are able to greet you with a, "Hey! So do you need more soft tofu today?" Not all do it, but they can.
I'll be honest--the practice of using past behavior to attempt to change my future shopping sprees doesn't bother me at all. Want to send me coupons for products I buy? OK! I really like the ones for Morningstar and Boca, by the way.
Do you hear me, Target? I LIKE MORNINGSTAR AND BOCA COUPONS.
Oh, and Target, while we're chatting, there is a little something I want to tell you. I know that you know that I bought pre-natal vitamins in January. I know you know because I keep getting coupons for diapers and maternity clothes texted to me with my other weekly mobile coupons. The list of coupons usually goes: thing I buy, thing I buy, thing the kid tries to convince me to buy, thing I buy, thing I buy, thing Target thinks I need to buy.
But Target, I don't need to buy maternity clothes or diapers. Not now, anyway. SO KNOCK IT OFF. Or, at least tell me how to screw up your data so that you don't know what to think. I'd go buy a few cases of booze if alcohol were available at Targets in Pennsylvania, but whatever. Maybe feminine hygiene products would do the trick? Perhaps I shall try that before I drive to West Virginia and have fun with their slightly more sane liquor control laws.
Anybody want to trade a few diaper coupons for some Morningstar coupons?
P.S. Target, we have a new puppy! I'm telling you so you can start sending treat and toy coupons. KTHXBAI!