Mind your own business - or someone else will

By: Jonathan Brazil

Computers are everywhere. It's a modern fact that cannot be argued with. Convenience stores, supermarkets and even pubs all have computer-controlled cash registers. They have been introduced to make our everyday lives more efficient. Or have they?

Most regular shoppers are loyal to a particular store where they do their weekly shopping and other bits and pieces. As a result they will at some stage have been offered a loyalty scheme option such as a clubcard. Every time they make a purchase they present the card and get rewarded in some way for the purchase that they have made.
However, it doesn't stop there. All the details about your purchases have now been stored in your profile somewhere on the store's server. Remember when you signed up for the card, you gave your details to the store? Well, you did and now that you have started to use the card a database is storing your purchases and building up a character profile of your shopping habits.

Every once in a while you will receive a personalised booklet of vouchers offering you discounts on various items. Isn't it strange how these random discounts often have a lot in common with your regular purchases combined with some impulse items? I sometimes purchase items online such as DVDs, books, CDs, etc. One of the requirements now is that you specify an e-mail address so that you can be notified that your order has been received and also to update you on the status of the order. Now every time there is a new release, special offer or other such event it will be emailed to

me. Also every time you log into your account on that site you will be given a list of titles that might be of interest to you based on past purchases. Every time you buy something you are being tracked and you are saving these companies thousands in marketing surveys. Of course you are being rewarded for this in the way of discounts and such.

If you're not happy with the fact that so many companies might be building up a highly detailed profile of your shopping habits or general interests you can comfort yourself with the thought that somewhere in the small print there is probably a legal notice stating that your information will not be shared with any other outside company. But what happens if the company's policy changes on this matter some time down the road? Suddenly a selection of companies know what you have been buying for the last number of years and how often you have been buying it and even how much you are prepared to pay for it if you shop in multiple stores.

We as consumers have signed away a part of our privacy in exchange for small discounts on our purchases. The question we have to ask ourselves is: Are we fuelling a market, which is already one of the highest priced in Europe, with information that reflects our inclination to pay more for certain items? Personally I'd rather keep what I eat for breakfast a secret.