You’ve probably seen loyalty cards that stores offer. They help those stores develop a profile on you, which then allows them to target what items they offer you. It’s based on what you’re likely to buy, and often people do buy what stores have targeted for them. But now stores are profiling people based on how they look. Macy’s, for example, can find a “Traditional Catherine” or “Fashion Leader Alex” when they enter the store. WalMart targets “Loyal Carlas,” who visit several times a week. But they would like to get more business from the "Gracie" girls in the store. Best Buy will even ignore people they profile as non-frequent shoppers. So, these stores are literally judging a book by its cover. We’ll see if it works for them. Sometimes how people look on the outside says nothing about the true person inside.