Stupidity
Cards?
I detest using supermarket and department store loyalty cards.
We
consumers are paying for these systems that mainly benefit the retailer
in the collection of our purchasing data. These programs have
progressed to such a degree that the consumer often has little choice
but to take part in the programs. If there are two large supermarkets
in a shopping area and they both have card programs, the choices
evaporate.
Some polls might indicate that cards are considered to present a
bargain, but is that misleading? Consumers will pay extra or miss out
on some benefit if they did not use the card, when in a store that has
a card program. So it saves money then and there. This system appears
to bring the price down, but probably not to where it should be if
there was no card system. I don't look at these cards as saving
money at the checkout, but rather as cards to avoid my paying extra.
The
card is a source of customer information for the retailer, but for what
purposes? The collection of this personal data should be a concern,
they only need to know product inventory data, not who is buying what.
The loyalty card pricing system at a local supermarket illustrates why
shoppers might feel that they must take part in the program:
Kellogg
Corn Pops
Non-member
Price $6.99
Card
price $3.99
Difference
$3.00 or 75%
Peaches
Non-member
Price $2.99/lb
Card
price $1.99
Difference
$1.00 or 50%
These
are examples of how some product prices are tagged throughout the
store. Generally member price differences are much less than that and
not all items are priced in this way. However it seems a threat that if
you don’t take part in their data collecting card system the grocery
tab could be considerably more. The routine culminates at the checkout.
The clerk runs up the total so you can see it, then swipes your card
and you can see the total come down before your eyes.
Are these savings really savings or are the regular prices simply
escalated? It appears to be an unjust charge to us who do not want our
personal data collected and to tourists. This seems unethical, and if
legal, I think there should be a law preventing this type of marketing.
More information on loyalty card pricing issues and
privacy concerns at CASPIAN.
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