The person running the store remembering you and treating you differently based on your history is within what they're covering here, yes. In the report that Vivaldi is recommending (https://www.forbrukerradet.no/wp-content/uploads/2021/06/202...) they consider both first-party and third-party tracking to be part of "surveillance-based advertising". For example, a site showing ads for users based on what topics they tend to view weighted by how much they interact with each one. There's nothing about having to "deploy it across the whole internet" before it counts; activity on a single site is still (described as) surveillance.
still, this seems more like in the physical store you getting tracked with cameras, reward cards and so on and things getting rearranged on the shelves etc. just for you. I consider this surveillance.
I consider it less surveillance-y if a single employee is remembering me. Although I do sometime wish I could delete some embarrassing moments at the store, but I guess, as long as they don't gossip about it between employees... :)
