Nordstrom stores posted signs telling customers about the tracking program, but shoppers interviewed by a Denver TV station were unaware of it since the signs were placed in hard to notice locations, near an entrance at floor level in one instance.
One shopper told the station it was ‘scary’ and another called it an invasion of her privacy.
Nordstrom and Nordstrom Rack were able to track shopper behaviors via a smartphone’s wifi signal, which allowed the retailer to analyse how long a shopper spent in a particular area and to track shopper movements, as well as how many people that walked past the store decided to walk in, according to a report by the New York Times.
Nordstrom stopped the pilot in May after customer complaints became too numerous, according to reports.
Stores want this information because they are at a disadvantage to online retailers like Amazon that are able to track shopper movements around the sites through the use of cookies, allowing the online competitors to recommend additional products and show what other people who bought one thing also bought.
‘Brick-and-mortar stores have been disadvantaged compared with online retailers, which get people’s digital crumbs,’ Guido Jouret, head of technology firm Cisco’s emerging technologies group, told the Times.
Cisco is one of a number of vendors that provide cameras to stores looking to track how long people spend in a given department, which can tell them how to best organize stores or streamline individual aisles.
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