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A couple of days ago, I was in one of our local grocery stores to pick up a coffee at the Starbucks stand. As I was busy counting out my change, the clerk asked me if I had my personal shopping card. I told her I didn’t want to bother with that and proceeded to dig more change out of my purse. When she asked me for my phone number so she could enter it into their system, I looked up.
Her name tag said, Amanda. When I explained to Amanda that I wasn’t going to give her my phone number, it seemed just too silly a thing to bother with for just a coffee, the look on her face alerted me that she might actually start crying. I asked if I had to give my number in order to buy the coffee. “No, you don’t, but we’ll get in trouble if we can’t get your card number or phone number.” I again refused to give my phone number and I told her to just let management know that the customer refused. That should be enough. She was definitely shaking at that point.
“There are no excuses. We’ve been told there are no excuses and we will get in trouble for any customer exchange without the accompanying information”. I assured her that it was going to be okay because at this point I was going to give the manager a call to let him know I had refused her request. She had followed store policy and it was through no fault of hers that I was being uncooperative. Before I left, I got the name of the manager and I left her with my promise to call him on Monday morning as soon as I thought he would be in. She was still shaking.
Just before I left the stand, another clerk stepped up next to me when she heard the store managers name mentioned and asked if there was a problem. I let her know that there was nothing Amanda had done wrong, she was only following orders. It was the fact that I didn’t want to share my information with this store or any other over a coffee on Sunday morning. Neither do I want them to know how many miles I drive, where I drive to or from, or when I go to the bathroom. We are being tracked every time we go out and I just said no to it.
I was wondering if the intrusiveness of the whole consumer system knows any bounds at all. Just last week, we heard how OnStar was still collecting data from their devices and would sell that information to anyone willing to pay for it. Even if the car owner had the device off or was not subscribed to the service, they are still being tracked and data collected.
And before that I heard the story of a truck driver who, shortly after a bathroom break, received a text message on his phone asking him if the bathrooms were satisfactory at XYZ Truck Stop. He hppened to have the XYZ gas card in his pocket when he walked past a card reader on his way into the bathroom. Wasn’t that thoughtful of them to ask about the conditions he found there? He has since given them their card back. He does not want the world to know when or where he uses the bathroom.
The thing that stood out to me about my interaction at the grocery store Starbucks was how social pressure was brought to bear. Humans are inherently cooperative beings. I’m a nice person and if I didn’t want the clerk to get in trouble, I should have just shut my mouth and given her my phone number. I should have been obedient to the system.
Today, all the major chain stores use some sort of reward system to gather information about our buying habits. We have been trained through rewards to give our information willingly. We have been socially conditioned to accept this system, because everyone does it. You can’t get the store specials if you don’t accept this system. You are paid a few precious pennies so the corporate body has your personal shopping information.
This morning, I had a manager tell me it’s perfectly harmless. They only use the information so they can tell what’s sold off their shelves. The implication was that they are collecting data so they can serve me better. It’s for my own good. Right. I don’t believe it. That manager was either naive or lying. If what the manager said was true, if it was only a way to track their products, they wouldn’t need my number attached to it. No. They are tracking MY buying habits.
It was the word tracking that helped me uncover my basic discomfort with the whole idea. Predators track the habits of their prey. I don’t want to be tracked. I don’t want to be in the corporate crosshairs. I choose to hold my privacy where I can, in this brave new world.
And it leaves me wondering; why should we trust that the information gathered by corporations will be used for the good? Until such time, I’ve decided to opt out. It’s not worth feeling like I’ve sold my soul.
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