Nordstrom Experiment Highlights Privacy Issue

In an effort to emulate the data gained in the realm of online shopping, and improve the in-store shopping experience, brick-and-mortar retailers are testing new technologies to learn about their customers. Last autumn, Nordstrom implemented in-store technology that followed Wi-Fi signals of smartphones and other mobile devices to track customers' movements throughout the store. This Wi-Fi tracking, combined with the use of video surveillance, allowed Nordstrom to learn information about its customers like sex, age, how many minutes were spent in a particular aisle or department before deciding to buy merchandise, how