There has been talking (maybe tests as well) of using facial recognition to manipulate digital price tags on shelves based on the buyer. Several states are already working to pass legislation to block this.

There was that widely published issue years ago of Target starting to advertise pregnancy related items to a teenage girl before her parents even found out she was pregnant. They now actively try to avoid being too targeted, to avoid the creep factor.

They’ve had video monitors at self-checkout in many stores for years now. While I heard at some stores they were just a scare tactic and not hooked up to anything, it’s not beyond the capabilities to use facial recognition at checkout to link a person to their purchases. That’s easier today that it’s ever been.

When ApplePay was rolling out, stores like Walmart were trying to push their own standard called CurrentC, blocking ApplePay. It was a QR code based payment system that would allow them to better track your purchases. ApplePay was a problem, since it generates a random number each time.

Amazon had those stores without registers that tracked uses around the store and what they grabbed. I’m sure that, and now Whole Foods purchases, are used to influence what is pushed on Amazon. That’s not too far fetched.

Almost every store these days has loyalty cards to scan, or ask you to put in your phone number. These are used to track what you buy and tie to you.

Lots of avenues, even in person, to collect and use data.

The key distinction I was making was mom and pop stores. I don’t think those are doing it, unless they are getting bought up by private equity and getting new systems deployed, which I suppose is possible. But the big chains where most people shop are absolutely doing this kind of thing, or trying hard to figure it out.