If you thought you only got tracked when you were on-line, think again. Many major US retailers are figuring out how to use location-based, indoor analytics. By observing WiFi connections (and in some cases other technologies, such as closed-circuit cameras or bluetooth beacons) retailers are now tracking when and where shoppers go in their stores.
This is all highly valuable data that has never been available before: where, and for how long, consumers spent time in stores, movement patterns through the store, display impacts on purchase decisions, and so on. All this is possible due to the fact that most consumers carry smartphones. While it represents a revolution for retailing, there are also important privacy implications.