BIG DATA: RETAILERS EXPERIMENT TRACKING SHOPPERS IN-STORE
Nordstrom recently tested new technology in their stores in order to learn more about their customers. The system tracked customers’ movements by following their smartphone Wi-Fi signals while in the store. Nordstrom’s system is similar to what online retailers do to track customers’ online movements. Nordstrom is one of many retailers that are using in-store tracking and monitoring technologies, yet there are concerns of privacy.
The retailer posted a sign regarding the tracking, and some customers complained. The Nordstrom experiment ended in May, mainly due to complaints, according to The New York Times.
The retailer’s actions are part of a movement to collect data on in-store customer behavior.
Despite all the tracking, some consumers are willing to trade their digital privacy for special discounts and services. Placed, a Seattle company, offers an app that asks where customers are while in the store and sells this data to retailers, in exchange for cash or gift cards. According to the company, they have had more than 500,000 downloads.
See the full story here: http://www.etcentric.org/big-data-retailers-experiment-tracking-shoppers-in-store/