Retailers commonly track customers’ shopping patterns and target them with special offers. For example, CVS has an Extracare card that, when swiped at checkout, applies discounts to purchases and provides rebates called Extra Bucks to be used as cash on future purchases. Behind the scenes, CVS is gathering data on customers’ purchases and using aggregated data to target individuals with special offers. Customers who haven’t recently shopped may receive a discount in the mail or an online offer to incentivize them to return. Frequent shoppers can scan Extracare cards to get discounts and offers in the store. Q2-Is it right for marketers to track consumer purchases? Should consumers be concerned with what information is being used? Q3- Discuss other examples of marketers using data collection to sell products. Is this ethical?
Retailers commonly track customers’ shopping patterns and target them with special offers. For example, CVS has an Extracare card that, when swiped at checkout, applies discounts to purchases and provides rebates called Extra Bucks to be used as cash on future purchases. Behind the scenes, CVS is gathering data on customers’ purchases and using aggregated data to target individuals with special offers. Customers who haven’t recently shopped may receive a discount in the mail or an online offer to incentivize them to return. Frequent shoppers can scan Extracare cards to get discounts and offers in the store.
Q2-Is it right for marketers to track consumer purchases? Should consumers be concerned with what information is being used?
Q3- Discuss other examples of marketers using data collection to sell products. Is this ethical?
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