Retail stores will soon be able to follow consumers around or outside of their stores thanks to the advent of new analytics technology, IT World reports. Using the WiFi antenna built into a consumer’s smartphone, an access point can record the phone’s wireless MAC address and log it to track when the consumer enters, departs or passes by the store. The technology’s manufacturer states in its privacy policy that data is collected anonymously and in aggregate and users can opt out at any time. But retailers haven’t yet determined how to obtain permission from consumers to track them, the report states, which may be one reason the technology hasn’t yet been widely deployed.
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