Dave Ulrich & Norm Smallwood.
Target has collected vast amounts of data on every person who regularly walks into one of its stores. Whenever possible, Target assigns each shopper a unique code—known internally as the Guest ID number—that keeps tabs on everything they buy. “If you use a credit card or a coupon, or fill out a survey, or mail in a refund, or call the customer help line, or open an e-mail we’ve sent you or visit our Web site, we’ll record it and link it to your Guest ID,” says Pole.
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I knew that retailers used loyalty cards to track their customers but I never thought about the fact that simply using my credit card at a store would not only allow them to track me from that point forward but also give them quite a bit of information about me.
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