In an effort to catch up with their data-swamped online counterparts, brick-and-mortar retailers are turning to a new tool to help them better monitor shoppers and maximize sales: shoppers’ cell phones. Approaches include tracking shoppers as they move about the store using their phones’ connection to the store’s WiFi system and sensors that recognize returning customers’ smartphones, according to one report. In other cases, stores use video cameras for similar purposes.
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Every Step You Take, Stores Are Watching You