When the Store Goes Shopping for You

As various press reported this week, New York city and state legislators are moving to join other progressive locales in restricting “surveillance pricing,” a latest form of digitally tailored marketing. The sinister-sounding practice is an offshoot of chip technology to guide consumers toward what either they or the retailer would like to deal on. Digital being a two-way street, the store also knows more about the smartphone-enabled shopper these days, and–sensing a desire and capacity to buy a product–can adjust prices. Downward, claim the sellers–but upward, say consumerists. So in NY, there’s the irony of left-leaning pols protesting affluent customers being charged more. To be sure, that camp objects to a range of retail technologies, from self-checkout to biometric monitoring of prospective shoplifters (or “profiling,” as opponents call it). Better to keep to old ways. Why not? The Big Apple is sentimental for its traditional bodegas with their dusty, cluttered shelves, four-pawed vermin control…and fixed high prices for all.