Monday November 30th, 2015 10:18AM

Consumer behavior aggressively tracked this season

By The Associated Press
WASHINGTON (AP) -- It's a big question for marketers: What kind of a buyer are you? And, as important, what are you willing to pay?

In the search for answers this shopping season, consumer behavior online and off is being tracked aggressively with help from advances in technology.

And it can happen whether buyers are on their work computers, mobile devices or just standing in the grocery aisle. The data can be connected with other personal information like income, ZIP code and when a person's car insurance expires.

Retailers say these techniques help customize shopping experiences and can lead to good deals for shoppers. Consumer advocates say aggressive tracking and profiling also opens the door to price discrimination, with companies charging someone more online or denying them entirely based on their home price or how often they visit a site.

"You can't have Christmas any more without big data and marketers," said Jeff Chester, executive director at the Center for Digital Democracy. "You know that song where Santa knows when you've been sleeping? He knows when you're awake? Believe me, that's where he's getting his information from."

Consumer tracking has long been a part of American consumerism. Retailers push shoppers to sign up for loyalty cards, register purchased items for warranty programs and note ZIP codes to feed their mailing lists. Online stores and advertising services employ browser "cookies," the tiny bits of software code that can track a person's movements across the Internet, to analyze shoppers and present them with relevant pop-up ads.

More recently, marketers have developed increasingly sophisticated ways to combine offline and online data that creates detailed profiles of shoppers. They also are perfecting location-tracking technology as a means of attracting new customers and influencing shoppers as they wander through brick-and-mortar stores.

A major push encourages shoppers to agree to be tracked in exchange for a good deal. Brick-and-mortar stores used to balk at customers who used smartphones to compare prices at rival stores, but retailers like Target are now pushing their own mobile apps and offering in-store Wi-Fi. The mobile apps entice shoppers with coupon deals or ads as they move throughout a store, while in-store Wi-Fi is another way to track a consumer's online movements.

To further lure buyers, major holiday retailers, including Macy's, Best Buy and JCPenney, have partnered with the Shopkick mobile app. If shoppers turn on the app while in their store, they can be rewarded with discounts or song downloads for trying on clothes, scanning barcodes and making purchases.

Another app, Snapette, blends American's addiction to social media sites with location technology. Aimed at women keen on fashion, consumers can see what accessories or shoes are creating a buzz in their particular neighborhood, while stores get a chance to entice nearby shoppers with ads or coupons.

Not all new technology tracking is voluntary. Stores have been experimenting with heat sensors and monitoring cellphone signals in their stores to see which aisles attract the most attention. One product called "Shopperception" uses the same motion-detection technology in the Xbox Kinect to track a customer's movement, including whether they picked up a product only to return it to the shelf. In addition to analyzing customer behavior, it can trigger nearby digital signs offering coupons and steering shoppers to certain products.

The company contends that the technology is less intrusive than other tracking devices, including security cameras, because a person's image is never stored and their movements only registered as a data point.

Marketers also are learning to overcome limitations with software cookies. One tech startup called Drawbridge claims to have found a way to link a person's laptop and mobile device by analyzing their movements online, enabling advertisers to reach the same consumer whether they're on their work computer or smartphone.

But how all that information is used and where it ends up is still unclear. The Federal Trade Commission, along with several lawmakers, has been investigating the "data broker" industry, companies that collect and sell information on individuals by pooling online habits with other information like court records, property taxes, even income. The congressional Government Accountability Office concluded in November that existing laws have fallen behind the pace of technological advancements in the industry, which enables companies to aggregate large amounts of data without a person's knowledge or ability to correct errors.

"There are lots of potential uses of information that are not revealed to consumers," said Susan Grant, director of consumer protection at the Consumer Federation of America. To protect themselves, "consumers still need to do quite a bit of shopping to make sure that they get (what) meets their needs the best and is the best price."
© Copyright 2015 AccessWDUN.com
All rights reserved. This material may not be published, broadcast, rewritten, or redistributed without permission.
S&P 500 index has its best year since 1997
The stock market closed out a record year with more all-time highs on Tuesday, giving U.S. indexes their biggest annual gains in almost two decades.
6:56PM ( 1 year ago )
Colorado readies for 'Green Wednesday' pot sales
Police were adding extra patrols around pot shops in eight Colorado towns that plan to allow recreational sales to anyone over 21 on Jan. 1.
1:52PM ( 1 year ago )
Kerry seeks framework for Mideast peace talks
A senior State Department official says Secretary of State John Kerry will try this week to get Israel and the Palestinians to agree on a framework for negotiating a final peace agreement, yet cautions against raising expectations for Kerry's latest round of shuttle diplomacy.
1:35PM ( 1 year ago )
U.S. News
Missing Ga. bank director arrested in Brunswick
A bank director accused of losing millions of investors' dollars before vanishing last year was arrested Tuesday during a traffic stop in a city in south Georgia.
7:00PM ( 1 year ago )
Amtrak to suspend some Crescent service in Jan., Feb.
Amtrak service will shut down in parts of the Southeast for several days in January and February for rail maintenance by Norfolk Southern Railway.
9:00AM ( 1 year ago )
Lung cancer scans urged for some smokers, not all
Certain current or former heavy smokers should start getting yearly scans for lung cancer to cut their risk of death from the nation's top cancer killer, government advisers said Monday - even as they stressed that the tests aren't for everyone.
7:26AM ( 1 year ago )
Business News
Sex offender held in Hall County for failing to register
A 47-year-old man was booked into the Hall County Jail Tuesday, being held without bond for allegedly failing to register as a sex offender, his second such arrest.
6:09PM ( 1 year ago )
Pharmacy robberies may involve same suspect
Oakwood Police Tuesday afternoon released details in a pharmacy robbery they're investigating, similar to one that happened in the Hall County Tuesday morning.
5:46PM ( 1 year ago )
Victim critical following apartment fire
A 41-year-old woman was in critical but stable condition Tuesday after being rescued from an apartment fire in Forsyth County late Monday afternoon.
3:16PM ( 1 year ago )
Local/State News
Standoff at Planned Parenthood ends with suspect's arrest; 3 killed, 9 wounded
COLORADO SPRINGS, Colo. (AP) — A gunman who opened fire inside a Planned Parenthood clinic was arrested Friday after engaging in gun battles with authorities during an hourslong standoff that killed t...
1:13AM ( 2 days ago )
White House undergoes Thanksgiving Day lockdown after man draped in American flag jumps fence
WASHINGTON (AP) — A man draped in an American flag climbed over the fence at the White House on Thursday, prompting a lockdown as the first family celebrated Thanksgiving.The man was immediately appre...
10:11PM ( 3 days ago )
Obama grants reprieve to turkeys 'Honest' and 'Abe' during White House ceremony
WASHINGTON (AP) — President Barack Obama spared two turkeys named for one of the nation's most admired presidents, continuing a White House tradition that provides a refreshing sense of amusement and...
9:18PM ( 4 days ago )
The Latest: UN Security Council strongly condemns 'horrifying' attack in Mali, urges probe
BAMAKO, Mali (AP) — The latest on the attack on a hotel in the Malian capital of Bamako. (All times local):___4:55 a.m.The U.N. Security Council is condemning "the horrifying terrorist attack" at the...
10:58PM ( 1 week ago )
World leaders vow vigorous response to Paris terror spree, but little indication of next steps
ANTALYA, Turkey (AP) — World leaders vowed a vigorous response to the Islamic State group's terror spree in Paris as they opened a two-day meeting in Turkey on Sunday, with President Barack Obama call...
2:14PM ( 2 weeks ago )