These days we rely heavily on our smartphone to get around. It is so easy to ask Siri where the nearest In-N-Out is and how to get there….but is this convenience at the cost of our privacy?
Google has started to expand its maps to include the inside of museums, airports and large stores in a number of countries. According to a recent article, stores have started to experiment with harnessing indoor positioning technology in order to track a customer’s movements within the store. The article says that some systems use video cameras, sound waves and magnetic fields. However, the most widely used technique is to intercept Wi-Fi signals emitted by shoppers’ smartphones, allowing their position within the store to be calculated. Stores also collect a unique identifier that allows them to build up behavioral information on return visitors. Ultimately, this technology will enable stores to push behavioral ads to shoppers’ smartphones.
Of course our movements as consumers are tracked online but indoor positioning is a new frontier of targeted advertising. Is this an invasion of consumer privacy? Should stores be allowed to track and record movements of customers? How about using this data to push targeted ads? Could this new technology have an effect on the sales and marketing of brick and mortar stores? Comment with your opinion.
