Games at the Grocery Store
May 6th 2008
There are two grocery stores in what I consider my neighborhood, and I patronize both of them. Not surprisingly, the frequency of my visits is about inversely proportional to the distance of the two stores from my home.
Some years ago, I succumbed to the lure of an in-store presentation at the one farther away from me, and accepted one of their shopper cards. I had to fill in a form with my name and address and I-can’t-remember-what-all-else to get it. Now when I shop there I get an occasional discount on a bag of grapes or a can of Italian-seasoned tomatoes, and they get a ton of information on my buying habits. I’m sure they lump me together with a lot of other people by age and gender and zip code, and produce massive amounts data for market researchers.
But every once in a while, when I run my card past the scanner at the self-serve checkout, I imagine that I can hear someone somewhere saying, “She’s back! Canned soup again? Wouldn’t you think, if she goes through that many rolls of paper towels, she’d buy the cheaper ones? Not a very smart shopper, is she?”
On the back of the card, it says the card is their property. Not mine, theirs. I’m not sure what to make of that.
The store closer to my home, the one where I shop most often, recently changed their name and parent company and theme colors and the arrangement of their aisles and their in-store brand. I guess they got a new manager, too, because about every third time I go in there, there’s this guy yelling at the employees. Loudly. In front of the customers. I wish he wouldn’t do that.
With their changes, this store is now pushing their own shopper card. And I do mean pushing. I have decided not to get one.
The first time I went through the check-out after all those changes, the checker asked if she could scan my card. When I said I didn’t have one, she asked if I wanted one, I said no, and that was the end of it. On my next trip, when the checker asked if she could scan my card and I said I didn’t have one, she said brightly, “I’ll get you one!” So she affixed a sticker to a card and a matching sticker to a form, ran the card over the scanner to calculate my discount, and handed me both the card and the form. I got a discount, and they got no information.
On my next trip, I loaded my purchases onto the conveyor belt as the customer ahead of me was paying, then stood and waited patiently. After the checker had handed the person in front of me his receipt and change, she turned back to me and just stood there looking at me. I just stood there looking at her. I smiled at her.
“Do you have your shopper card?” she asked.
“Nope,” I replied.
Without a word, she affixed a sticker to a card and a matching sticker to a form, ran the card over the scanner to calculate my discount, and handed me both the card and the form.
That’s when it became a game.
For a while I couldn’t decide on the exact nature of the game. But here’s what I have settled on: I will continue to collect cards until this initial promotional period is over. Then, without ever filling in one of those forms, I will take one of the cards back to the store with me to see what happens when I hand it to the checker. Will I get a discount? Will the computer recognize that they have no data attached to that card number? Will the checker offer me another new card? Another form?
Will that manager come over and yell at me, too?
KsSmallBiz.com, April 19, 2006
