- Aug 17, 2017
When you hit the checkout line at your local supermarket and give the cashier your phone number or loyalty card, you are handing over a valuable treasure trove of data that may not be limited to the items in your shopping cart. Many grocers systematically infer information about you from your purchases and “enrich” the personal information you provide with additional data from third-party brokers, potentially including your race, ethnicity, age, finances, employment, and online activities. Some of them even track your precise movements in stores. They then analyze all this data about you and sell it to consumer brands eager to use it to precisely target you with advertising and otherwise improve their sales efforts.
- Personal information: Information you provide when you sign up for the loyalty program: name, email address, mailing address, phone number, membership ID, and unique household identifier
- Purchase history: Historical in-store and online shopping purchases (with no time limits on how long the information is kept while you are a member)
- Location: Your precise physical location in the store (with your consent), including when you enter and leave a store (Kroger app, GPS, and Bluetooth beacons inside stores)
- Financial and payment information: “credit, debit, or other payment card numbers, bank account numbers”
- Health-related information: “Where permitted by applicable law, to serve you better we may make certain inferences about you based upon your shopping history that are health related”
- Mobile device data: Mobile advertising ID, IP address, browsing data, use of tracking pixels, and cookies
- Demographic data: “age, marital or family status (including whether your family includes children), languages spoken, education information, gender, ethnicity and race, employment information, or other demographic information”
- Biometric data: Facial recognition (in select locations, with signs providing notice)
- Behavioral inferences: “We create inferred and derived data elements by analyzing your shopping history in combination with other information we have collected about you to personalize product offerings, your shopping experience, marketing messages and promotional offers”
Forget Milk and Eggs: Supermarkets Are Having a Fire Sale on Data About You - Slashdot
When you use supermarket discount cards, you are sharing much more than what is in your cart. From a report: When you hit the checkout line at your local supermarket and give the cashier your phone number or loyalty card, you are handing over a valuable treasure trove of data that may not be...