New policy to use UCLA customer information
By Patrick Kerkstra
Customers of the students’ association food services and stores
will likely be getting more mailings now that the association has
voted to allow the use of customer information for marketing
purposes.
The Associated Student’s Board of Directors voted unanimously
Dec. 19 to revise the group’s customer privacy policy. The changes
affected in the new policy are not as dramatic as changes once
proposed by the organization. The proposed policy called for
widespread mailings of associated student’s materials, in which
customers would be sent material unless they specifically
objected.
The policy actually implemented is much more restrictive. To
receive mailings, customers must initiate a request, or, if
students use a Bruin Gold card, indicate their desire for mailings
on the card’s application.
The new policy allows the association to monitor Bruin Gold
purchases and develop customer profiles. The group can then
organize mailings according to items students buy.
"Normally you only use direct mail when it’s cost effective,"
said Anne Pautler, assistant director for marketing and
communications for the associated students. "Before, it wasn’t for
us. But now we can make a specific list of students who buy
Macintoshes that have CD-ROM drives. It would make sense to send
them a price list of CD-ROM software for the Mac, and it would be
cost effective."
A policy revision became necessary because of the organization’s
financial difficulties, and the cost of the Ackerman expansion,
according to a November 1994 student association report.
"Financially it’s very important," said Rob Greenhalgh,
undergraduate student council president. "We’re always looking for
new ways to increase revenue, and this has the benefit of
increasing sales and making it more convenient for customers."
Officials emphasized that the association’s customer information
will not be sold to outside groups.
"We’re certainly not in the business of selling your name," said
Peary Brug, a graduate member of the associated students’ board of
directors.
But students said they were skeptical of the new policy.
"It seems like they’re trying to become part of that junkmail
ideology," said Ignacio Castro, a third-year English student. When
told that the association felt it needed to use direct mailings to
compete with other merchants, Castro commented, "That’s a crock.
The first place 30,000 people think of when they want a UCLA
sweatshirt is the student store."
Others were concerned about the environmental impact of unwanted
mailings.
"It would waste a lot of paper," said Miriam Kramer, a
first-year dance student. "The first thing most people do when they
get catalogs is just throw them away."
But officials said that the new policy minimize paper waste.
"The first thing I hope to do is eliminate people from our
mailing list who have not made a purchase in the last two years,"
Paulter said.