Secret of New Zealand Shopping Cart

GPS tracks customer spending habits

New Zealand, New World, Countdown, PAK nSAVE and other large supermarkets in New Zealand have introduced a variety of affiliate programs to increase customer loyalty, such as additional discounts for registered members, regular promotions, etc., in order to get more repeat customers. . However, in order to more accurately study the shopping preferences of customers, in 2014, the New World supermarket in Auckland, New Zealand, quietly installed GPS on shopping carts.

The tracking device is a rectangular black plastic box. The plastic box is placed in the shopping cart. After installation, most customers do not notice it. This practice of supermarkets has caused a lot of criticism. The New Zealand media believes that it is not appropriate for customers to have the right to know without first notifying the customer; the professor of marketing at the University of Auckland also believes that customers have the right to know that their consumer behavior is being tracked. However, New World Supermarket Director White explained: “This is not illegal. Whether to inform customers is a moral issue that we are considering. GPS technology can help us understand the habits of consumers. Supermarket technicians log in after the system. , you can watch the movement of the shopping cart in the store, and adjust the store layout, product display, and arrange advertisements and promotions according to the results of related data.”

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