In-Store Tracking: Personalization Innovation or Privacy Invasion?

Reaching Consensus: Best Practices for Retailers
So is there a middle ground to be had? Despite serious concerns about the current state of in-store tracking, critics aren't necessarily calling for its ban. "I think there's a happy medium," says Chester.

"It's all about consumer choice and control," he adds. "We need retailers to be completely honest and transparent about what information they're collecting and how they're going to use it [so consumers can make an informed decision]."