What data should you provide to a retailer at checkout?

It can get tricky getting out of a checkout line. You have to show your id, the back of the credit card and possibly your loyalty/rewards card. But what information is for your protection and what information is for the retailers back end analysis?

Policies are created differently by state. As well as the vast differences in the retailer’s own polices and equipment. So each retailer may require a different process for credit validation, loyalty update or simple enrollment into their loyalty/rewards card.

Here is my recent story that I thought I should share. As a customer I was confused as to the way I was being treated. As a customer data expert I was concerned as to the use of my data. Why was it being captured, how was it being stored/used AND most importantly was I being put at any risk?

I was shopping a couple days ago at the mall. (Somerset in Troy, MI) , I was asked for my driver’s license for my transaction using my Macy’s credit card (cashier Shirley) .  During this time the cashier collected my driver’s license number and entered into the register.  I requested that this information not be captured.  She informed me that it was only used to validate I am who I am.  After I walked out of the store, I begin thinking, validate against what?  Macy’s uses my last 4 social and zip code to validate over the phone.  And I don’t believe I ever gave Macy’s my driver’s license number (as this is not usual a required piece of information for credit).  I called the call center number on my card and asked (to Gerard) the question – how is Macy’s using my driver’s license number? is it a requirement to use Macy’s credit, and what do they plan on use this for in the future?  The call center could not answer any of these questions.  I began questioning if there is concern to be alarmed. Did the cashier (Shirley) do something fishy?  So I returned to the store to talk to the store manager (Judy) , she was unsure of why this particular transaction required a confirmation with a driver’s license number.  She called (I assume the call center) privately.  After a short time, she handed me the phone and explained the call center wanted to explain to me Macy’s credit policy.  He (Mario) informed me that it is Macy’s policy to have a valid driver’s license number on file to use a Macy’s credit card. When I hung up the phone I asked the store manager of this is true? Does Macy’s require 100% of all Macy’s charge customers to have a valid and updated driver’s license number on Macy’s files in order to use the card?  (She could not look me straight in the face) And said if that is what the call center said it must be true. And then said good night, turned her back and walked away.

No one at Macy’s could tell me their policy on collecting, using or storing data. Their call center and store manager were willing to do what ever it took to get me to leave them alone. All the while I still confused on Macy’s policy. And disturbed that one single company can have so much personal information on one single person. 

FYI – my overall experience shopping at Macy’s has been poor.  From the credit card payment errors, badly marked prices/signs, to poor customer service in the store.  On the same note; friendly, smiling faces does not equal great customer experience.  Helping the customer is great customer experience.  Your staff at Somerset knows how to smile, but not how to help.