After reading “How Target Figured Out A Teen Girl Was
Pregnant Before Her Father Did” from Forbes, I have gained some insight on how
companies can use previous customer purchase to their advantage. Target’s use
of customer purchase history to predict what they will buy in the future is a
smart business practice. If a customer will end up buying that product, having
a coupon will reinforce their want to purchase with that company again.
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While I can see how getting coupons specifically for expectant
mothers from a company would be slightly creepy, I believe the coupons are
beneficial to that expectant mother. I believe changing to a booklet with other
seemingly random products was a good idea. This will help alleviate any
discomfort that might potentially happen if it was specifically for expectant
mothers. They will be more likely to buy the products they were already
expecting to buy. This is a great tactic for Target. It is similar to giving
coupons to people on school supplies when school starts; however, unlike school
women are pregnant at different times.
I do not believe this is a breach of privacy because you buy
that product openly in that store. It is similar to getting coupons with the receipt
after making a purchase at the local grocery store. This is a tactic used to
get customers to come back for their future purchase based on what they
previously purchased. Technology is growing and rapidly changing how consumers
consume. The world will have to accept that this tactic will be a symbiotic
relationship between company and consumer.
Laura-
ReplyDeleteBeing business students I think it is easy for us to understand why companies do what they do. I agree with you, I don't think it it wrong that companies are taking advantage of the rapidly growing technology and data mining in order to learn about their customers. They are trying to benefit themselves while also encouraging consumers to come back and repurchase. When I go shopping I am pleased to receive coupons. It is not like they are looking up our social security numbers. They are simply just looking at our buying behaviors, and there is nothing wrong with that! I'm glad to see that we are on the same page.