Tech catches holiday shoppers in their tracks
Hundreds of retail stores now have software that tracks smartphones and knows when you entered a store, where you went, whether you bought something or if you stopped at another shop across town. It’s the next frontier for online tracking that lets companies analyze browsing habits and send you an ad for the Hawaii vacation you just researched. And it’s just the latest in a string of burgeoning technologies that extend data crunching to where you went or what you look like -- leaving Washington’s traditional privacy debate with a whole new set of questions.
Most tracking technology works like this: A shopper walks into a store, cellphone in hand, purse or pocket. The phone, likely with Wi-Fi or Bluetooth turned on, sends out a signal when looking for a connection. That signal includes a sort of ID number, called a MAC address. Retailers have software that can determine the phone’s location based on how strong the signal is when it bounces off a few receivers in the store. Right now, most data is used to measure impersonal trends like how customers flow through a store or how long wait times are at the checkout line. But other technologies, like Apple’s iBeacon, are more personal and let stores ping individual consumers with a coupon or store map when they walk in the door.
[Dec 23]