EW-mail
By Cindy Pae on Monday, March 19th, 2007I was in Barnes and Noble the other day looking for a book for one of my classes when I happened upon the bargain table (LOVE the bargain table). I have collected books ever since my English Literature Major days, and now have an extensive library. So, when I get a chance to add to it, I do. There is an author who writes about Western Pennsylvania (where I’m from) and one of her books was on the bargain table. WHOO HOO. Jackpot. I gathered up a few other goodies on sale (plus the original book I came for), whipped out the Amex and was on my way. So, what’s the big deal? Well, the other day, I get THIS email:
“Ok, cool!” I thought. At first. Then I thought about it. I bought that book in the STORE with my CREDIT CARD and they somehow knew who I was and how to contact me. EW. Anyone else kinda creeped out about this or is this the new, cool target-marketing method?
Definate EW-mail. This is the creepy, big brother, Orwellian type of marketing that is a big mistake. Just because you can do lead capture doesn’t mean you should. It violates the trust of the consumer - in this case you - and in the process raises lots of privacy questions. What else are they doing with your information? Do they have cameras in the bathrooms there to do CRM on your reading habits? Honestly. EW.
It depends on the trail of how the information was received. I am trying to make the connection from the credit card to your email address. Does your Amex have your email address? If so what are their privacy terms? I personally love the concept of relevant marketing and freely give my info away - but I try to be sure I know how to trace the info trail so I know if someone is violating what privacy I do request.
Well, that’s the point! I’m not exactly sure how they made the connection. I assume that my Amex card is the one I have on record with BnN online (my Account) and that their brick and mortar system is tied into their online system. HOWEVER, I’m not so sure I like that connection. IF I had a Barnes and Noble ‘member card’, then I’d expect it… much like I do with Kroger - they give me coupons and specials all the time that are personalized to my buying habits and I like it. But just matching up a credit card number and knowing what I buy on it is creepy!
At least the email wasn’t in Korean.
Perhaps my previous comment needs explanation: “Pae” is a common Korean surname, and my wife (Cindy’s sister) frequently gets Korean marketing materials. Once when calling the phone company, she got transferred to a Korean-speaking operator, merely because of her last name! Just another example of how THEY can find you, target you, and have more information about you than you probably realize.
I should also point out that neither Cindy nor my wife is Korean. Thus, the humor in the situation. There, I’ll shut up now.