Consumers Hate In-Store Tracking (But Retailers, Startups and Investors Love It)

Despite excitement from the business world, consumers aren't keen on the latest innovations in retail advertising. A whole new category of technology has sprung up to serve "omnichannel" retailers, who combine online analytics with brick-and-mortar sales. They do that by connecting to a consumer's smartphone while they're in-store. And consumers are wary. According to a survey of 1,042 consumers conducted by consumer feedback company OpinionLab, 77 percent of respondents find in-store tracking unacceptable, and 81 percent said they don't trust retailers to keep data private and secure. Blame Target for that one.