Not long after I moved to Seattle my good HP printer died – I don’t think it liked the trip across country in a moving van. Realizing that my printing needs would be reduced in retirement, I settled for an inexpensive Epson which I hated from the moment I got it. The print quality was only fair, the thing sucked toner like a drunk on a street corner downing a fifth of Richardson’s Wild Irish Rose from a brown paper bag, and if any of the cartridges were low – even if I only wanted a black and white copy – the machine wouldn’t work at all.
Now the Epson has decided to print only half of any page I need, and it would cost more to have someone come and look at it than to buy a new printer – which is what I wanted to do anyway. I revved up Amazon Prime, found a decent home version of an HP, and clicked “purchase”.
Within 36 hours of placing the order online, I received in the regular mail two Staples coupons for HP toner and ink. I found the timing fascinating and assumed the two were connected.
Son Matt reminds me they may not have been. I may have coincidentally bought an HP printer just at the time Staples was running a promotion. Or, Staples has an integrated marketing program with either Amazon or the actual vendor of the HP, and the coupon mailing was triggered by my purchase.
With every step we take online we build an identity, and the wireless world responds with what it thinks we might like to do next. When I buy a Kindle book, Amazon often sends me list of suggestions for similar or related books. When I bought a pair of infant OshKosh B’Gosh overalls for Archie, a prompt appeared asking if I’d also like to buy a matching shirt. When I make a dinner reservation on Open Table, the site suggests other restaurants in its inventory that I might also find appealing.
Sometimes the algorithms get it wrong. My father’s family lives in Iowa, and although I don’t travel often to that state, a trip there is well within the range of something I have done and will do again. On my last visit, I was turned down for a credit card purchase of gasoline for the rental car – which I chalked up to happenstance. Shortly after, my credit card was also declined at a roadside restaurant where I stopped to eat lunch. When I called, the credit card company verified my identity and then restored access. They explained that the purchase of gas in rural Iowa had triggered a fraud alert, as there was nothing in my profile that suggested I might actually be in the state.
By and large I’m comfortable with a world in which algorithms suggest what I might want to do next – as long as I’m free to act on the prompt or not. I often do follow a Kindle suggestion, and have enjoyed books I’d otherwise not have found. I bought the overalls for Archie but not the shirt, and then found one at a bricks and mortar Target that worked just fine. I rarely take Open Table recommendations for other restaurants, and I’m not sure why.
My mother shopped a lot in the Sears Roebuck catalog, which certainly knew what she bought from year to year but did little with the information. We’ve come a very long way from that.