We all know that our grocery store loyalty cards are tracking what we buy. However, the new and more powerful form of data collection is tracking what you do not buy. Modern retailers are now using a variety of sophisticated tools. They want to understand your hesitations, your abandoned items, and your unmet needs. This “negative data” is incredibly valuable. It is a new way to get inside your head. It helps the store to create a new and more powerful kind of marketing.
