If you have a pulse and an internet connection, companies want all the details they can get on what you’re willing to buy — and it’s getting harder to tell where they’re getting all that info.
The truth? Retailers had us under their microscopes long before we were glued to the internet. Let’s look at how retail tracking works and what you can do.
The birth of retail tracking
Retailer data tracking all started when the Universal Product Code (UPC) hit grocery and department stores in 1974. Before UPCs, retailers could determine prices based on race, gender, or just how much they liked or disliked you. Could you imagine going to Walmart and hoping the cashier knows you’re not a jerk? Sheesh.
Even bigger benefit: Retailers now can track what customers purchase so they can influence their buying patterns. Yep, Big Brother’s had his eyes on you in Aisle 5 for decades. That was just the beginning.
The methods are many
Loyalty programs collect data on your purchases, frequency and preferences — in exchange for deals. Mobile apps take it a step further. If location tracking is enabled, retailers know when you’re in-store — those coupon notifications aren’t a coincidence.
Wi-Fi and Bluetooth beacons map where you go. Ever connect to free Wi-Fi in a store? That’s the trade-off. Bluetooth beacons work similarly by pinging your phone’s Bluetooth to document your path within the store.
Point-of-sale systems document purchase histories and often connect them to an email or phone number if provided.
Surveillance cameras aren’t just to catch thieves. Some retailers use AI to analyze your shopping behavior and habits.
We love to blame the digital age for targeted ads, but by the time the internet came around, retailers already had a ton of consumer data. It did help them step up their game, though.
Take back your (purchasing) power
Tracking is unavoidable, but there are ways to protect your privacy better. Use these tips to feel less watched and more sane:
- Uninstall retail apps from your phone. If you can’t part with them, disable location permissions.
- Limit loyalty cards. The fewer you sign up for, the better for your privacy. I find most people are willing to let me use theirs. Just be polite!
- Switch off Bluetooth if you don’t use it often.
- Know your rights. If you use a retailer’s website or app, there’s usually a section where you can opt out of specific data collection or sharing methods.
- Turn off your location history in Google. Under Settings, click Privacy and Security, then Site Settings. Tap Location and click Don’t allow sites to see your location. Be sure to delete any sites that were saved here in the past.
- Browse in Incognito mode to keep your website history from being stored and reported to ad networks.
- Delete old accounts: JustDelete.me provides direct links to delete your accounts for tons of online services. You can also see how companies view and handle user data.
- Consider using a VPN to hide your IP address from retailers. For your phone, too! My pick is ExpressVPN.
And here you thought all you had to worry about was finding a good parking spot. Oh, btw, if you always lose your car, your maps app can keep track of where you parked.