Most people wouldn't imagine that a retailer could tell if you were recently divorced by your shopping habits. However, a recent exposé by the New York Times discussed how Target has an initiative in place to determine when customers are experiencing life cycle events. Such life cycle events include marriage, child birth and yes, divorce.
The aim of the initiative is to tailor advertising to customers at these various stages of life. By focusing on major life events, retailers are more likely to impact brand loyalty and change consumer shopping patterns.
For instance, if a retailer thinks a customer is pregnant they could send ads for specific brands of diapers, baby clothes and toys. If customers act on those ads they may remain loyal to those brands throughout their child's life.
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