Target's Collection & Retention of Consumer Information. Is it ethical?

In February, Dr.Cumbie posted a link to an article from the New York Times Magazine; Predictive Analytics, Informed Consent, & Privacy: The Case of Target. The article exposed Target’s usage of internal and external consumer information to better market their products and services through predictive analytics. The predictive analytics allows Target to create a profile of a consumer to determine what products are favored by the guest. This article surprised me because I am a team leader at Target. I was under the impression that Target kept all of the information obtained from our guest as a secret. We strive to make the guest the number one priority by providing a great shopping experience that will create brand loyalty and drive guest frequency.

The usage of the predictive analytics is just another method to provide the great guest service. In professional selling, studies have proven that the more a firm knows about the consumer; the better a firm can satisfy a consumer’s need.

There are people who believe this is unethical which is understandable. The trading of consumer information can place consumer at risk of identity theft or spam. The consumer should be provided with the right to agree or decline to become subjects of predictive analysis.