Retail Anthropologist

Shopping has become a daily activity which happens a billion times in around the world. People cannot imagine how their life would be affected if shopping was suddenly stopped. Malcolm Gladwell and Anne Norton both write articles about two sides of modern day shopping. How consumers have impact the retail industry and how the retail industry influences consumers. Because of the surveillance of consumers by retail anthropologist, they both impact each others. Indeed, the retail industry improve their business by learning consumers habit. And consumers feel happy with their rewards because of their shopping habit. Therefore, some people will refute the claim "The surveillance of consumers by retail anthropologist is manipulative and unethical".

According to Ray Burke, who is the E. W. Kelley Chair of Business Administration, told that by looking at the receipt of the customers and their purchase habit, the store can send them a mail with coupon based on their information on the loyalty program. Indeed, this is perfect gifts for loyal consumers. Because of their loyalty, company recognize it by this system, so they desire to give them some rewards. In addition, some people think that the company will lose their benefit, or they will not get any profit by giving some reduce price merchandises coupon or voucher to their loyal customers. However, they will not believe that the consumer will bring the huge benefit to their business because consumers will remember company which give them rewards, and they always stick with them. In addition, they also buy other goods, not only the one that they have the reduce price coupon. Thus, whenever they want to buy something, they always think about their favorite company

Because of the surveillance of consumers by retail anthropologist, they both impact back and forth. In reality, the retail industry improve their business by learning consumers habit or favorite shopping. And consumers feel excited with their rewards, coupon or voucher; even though these are only couple bucks. Thus, the surveillance of consumers by retail anthropologist is the best way improving retail industry, keeping track consumers loyalty, and being used with security purpose. Because of their good purpose; therefore the government should not suspend the using of surveillance of consumers by retail