Who is Following You When You Shop?

By now, we all know that when we shop over the Internet, we’re being tracked.  But, did you know that when you shop in the stores, you’re also being tracked?  Each time we enter a store, whether it’s a department store or a grocery store, we see security cameras positioned in just about every aisle.  These cameras, however, are not doing the tracking.  Customers are being tracked through their cell phones. 

According to the New York Times, last fall, Nordstrom began using Wi-Fi signals from customers’ cell phones to track their movements (Attention Shoppers:  Stores are Tracking Your Cell).  A sign was posted advising customers of the tracking and many shoppers were not happy about it.  Tara Darrow, a Nordstrom spokesperson said, “We did hear some complaints” and because of this, the tracking was stopped in May 2013.  Other stores testing this type of tracking include Family Dollar, Cabela’s and Mothercare. 

 

This tracking can tell a lot about a customer.  The cell phone signals used with the security cameras will tell the retailer exactly who is shopping.  They know how long each shopper spends in any aisle, how long they look at something before they actually purchase it and even the gender of the shopper.  Somehow, many shoppers find this tracking much more invasive than being tracked on-line with cookies.  They consider this more of an invasion of privacy because with on-line tracking, you are still fairly anonymous in the sense that cookies can’t see you.