Chapell & Associates

Thursday, September 29, 2005

Consumers fight back against ask-all checkouts September 29, 2005
You're ready to pay. But, first, the cashier has a question: "Did you find everything you were looking for?" Or maybe it's "Do you have our advantage card?" Hey, even "Paper or plastic?" is pushing the envelope these days. Getting the third degree in the checkout line can be a pain. But there are two questions that really drive consumers out the marketplace door. Especially now as privacy concerns loom larger than ever before.

The Chapell View

This is a nice illustration of what's wrong with many data collection programs. Sometimes, it's less about WHAT you're asking for, and more about the WAY you ask. Case in point - when I go to a retail chain here in NYC (particularly stores outside the friendly confines of the west village) I am rarely greeted with anything other than a scowl by the checkout person. So when the first words out of their mouth to me are "gimme your zipcode", or something similar, I'm much less inclined to provide my information. In fact, rather than fight with them, it's just easier to provide incorrect info.

Conversely, when I am warmly greeted by a cashier, who engages me in some way, then I am much less taken aback if/when (s)he asks for my info.

But such is life in the retail world, I suppose. As often as not, low margins... shoddy service.
posted by Alan on Thursday, September 29, 2005

© 2005 by Alan Chapell & Associates LLC