But some shoppers are fighting back against unwanted surveillance.

The New York Times reports that Nordstrom had been testing technology that would allow them to track customers' Wi-Fi signals from their smartphones. This allowed the company 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 enter.

But the retailer reportedly stopped the pilot in May after customer complaints became too numerous. Other stores, however, continue to experiment with using new technology to target customers.

Synqera, a start-up in St. Petersburg, Russia, is selling software for checkout devices or computers that tailors marketing messages to a customer’s gender, age and mood, measured by facial recognition.

'If you are an angry man of 30, and it is Friday evening, it may offer you a bottle of whiskey,' said Ekaterina Savchenko, the company’s head of marketing.

据美国媒体21日报道，日前一家英国IT公司声称研发出一项贵宾身份识别技术，能够通过分析人脸数据，确认身份，并根据其历史记录提供相应服务。

据称，这项技术由NEC IT Solutions公司研发，已经在美国、英国以及远东地区等一系列高级商场与酒店投入测试。

相关软件通过分析顾客进入商场大门摄像头拍摄下来的视频片段，测量人脸数据并创建一系列名为“人脸模板”的数字代码，并将其与数据库资料比对。

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