In-Store Tracking: Personalization Innovation or Privacy Invasion?

"First, retailers have to educate the consumer," Beniwal says. "They need to find an easy way to make it clear exactly what data they're collecting, how they're keeping it safe and how consumers can opt out. For example, typical Wi-Fi tracking can feel intrusive to consumers because it's often done without their consent. If retailers are going to continue that practice, they have to tell consumers about it up front and give them a choice to participate.