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.

Are Our Privacy Rules Changing?

Do you realize how much information is gathered from your smartphone?  This is something most people use every day, but not just to make calls.  It is also used to surf the Internet, send e-mails and update social networking.  Many people even use their smartphones as a GPS.  Because of its many functions, your smartphone holds information on your location, your e-mail contacts and your favorite Internet sites.   In other words, your smartphone is yet another way you can be tracked on-line. 

It seems like every month new apps are being developed for smartphones and tablets.  In fact, the smartphone is probably used less to make calls than to surf the Internet.  You can use Google Maps to find any location in the world, you can keep up with your office e-mail and you can even use GasBuddy to find the least expensive gas in the area.  When you’re ready for a break, you can play your favorite on-line games!  All this can be done with one device.  You can be traveling, yet you’ll never be far from your office or home.  You can even access sites that can help you out with a solution if you don’t know how to handle your two-year-old’s tantrums or medical sites that can tell you what that strange rash on your leg is.

Yes, these apps are a fantastic convenience, but they also leave us open for tracking.  Many people find that the convenience far out-weighs the risk of being tracked.  After all, isn’t it better to have access to all of these great sites if it means all you have to do is enter your zip code and your birth date?  There are thousands of people in that zip code with the same birth date, so what could be the harm?  Well, thousands of people aren’t using YOUR smartphone!

With this information, you are opening yourself up to being tracked by advertisers.  This can happen because many sites share the gathered information with others. They know your location from your GPS, so with your zip code, birth date and the knowledge of what sites you visit on-line added in with your e-mail address, you are going to get a whole lot of targeted advertisements in your inbox.  You could also be given suggestions for even more apps to either purchase or download for free.

These app developers claim that in order to get the full benefits, some personal information is needed.  Congress has discussed the issue of these apps as a privacy risk.  It has also been discussed that consumers should be allowed to opt out of being tracked, but so far, not much has been done to remedy this.