My mother, ordinarily a fairly patient woman, would lose her temper when I was supposed to be helping her, but instead, out of a lack of interest or just plain perverseness, I would get in the way, and, rather than lightening her load, make additional work.
“I don’t need that kind of help,” she would finally snap. “Just leave me alone.”
I had the same reaction upon learning about a new “personalized pricing” program initiated by Safeway supermarkets, North America’s second largest supermarket chain.
Apparently, Safeway has “loyalty shopping cards.” I am aware that local supermarkets are tracking what customers buy through their “silver membership” and other programs, but Safeway has gone a dangerous step too far.
Shoppers with its program use a special automated device as they shop. Depending upon the frequency of purchase, certain products will automatically register at a lower price for one shopper than for another who is not a frequent buyer of the product.
Additionally, in order to join the program, you must agree to 23 regulations — presented in fine print — regarding their coupons and agree that any feedback you give is not confidential.
This is consumer manipulation that is invasive and dangerous. If a company wishes to know my buying preferences, ask if I want to participate in a survey, and I can take part or take a pass.
Far too many cellphone and computer applications are being introduced by stores, banks, travel companies, airlines, etc., under the guise of making life easier, but they are actually tracking our emotional “hot buttons” and subconscious reasons for buying, even our inner-most desires and thoughts.
George Orwell’s “Big Brother” is too close for comfort. One large marketing company promises to “help strengthen your customer relationships by gaining personal insights into what makes them tick, what their interests are, what motivates them to buy, what they care about.” Another company will “monitor customer behavior and predict future customer actions and changes in behavior.”
Procter & Gamble, a giant company with sales in excess of $76 billion, makes Pampers, Tide, Crest, Olay and other products. It hired a consultant to design a digital marketing campaign. That company’s network centers are in Mumbai, Shanghai and Buenos Aires. They are monitoring Americans’ buying habits, but not always adding to the paycheck of Americans.
We are told that banking, buying and even dating online make life easier. Maybe, but we are paying a hidden price: the invasion of our privacy.
To quote my mother, “I don’t need that kind of help. Kindly leave me alone.”
Contact Jean Cherni, certified senior adviser for Senior Living Solutions and Pearce Plus, a service program for seniors contemplating a move, at jeancherni@sbcglobal.net or 15 The Ponds at 101 Hotchkiss Grove, Branford 06405.
