Barcode Me, Please!

October 21, 2006 · 2 comments

Would you have a problem with receiving a card for in-store use that would allow you to earn points to your online rewards program accounts? I know I wouldn’t.
But according to Scott Key, Gap’s VP of relationship marketing, “People don’t want to be barcoded.” He thinks that we wouldn’t be interested in it unless there was an ADDITIONAL benefit aside from the points. Not saying I would turn down any additional benefits, but just having the ability to earn points both online AND offline, like Best Buy does with its RewardZone program, would be more than sufficient to me. What do you think? Leave a comment!
Thanks to Clickz for the blurb, part of yesterday’s write-up on the 2006 annual summit.

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{ 2 comments… read them below or add one }

Vivian October 23, 2006 at 11:04 am

I sorta understand the privacy issue…on the other hand…
here’s something to enjoy:


Ginger October 24, 2006 at 1:28 pm

In theory I love this idea but I have a bit of a problem with the barcode game. The reason is that once you sign up for these programs you better be sure of what their privacy policy is.
Several years ago I read an article in a major newspaper about how people who were using the little barcode cards at the grocery store were putting themselves at great risk to be dumped or denied medical or life insurance. It read that major insurance companies were using FOIA (Freedom of Information Act) to gain access to what people were purchasing. So, if you bought liquor, beer, fatty food, junk food, cigarettes, other tobacco products or OTC meds etc, they could get that info. And it warned that when checkers asked you to “share” your card with someone in front of you in line because they didn’t have theirs with them you were adding that person’s purchases to yours and whether you consumed those products or not, those purchases were now a part of your record.
In short, be careful what you get into in the barcode game. As with about anything, let the buyer (or user in this case) beware.


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