In-Store Tracking: Personalization Innovation or Privacy Invasion?

With in-store tracking done via retailer apps, the individual benefits for consumers can be even greater. "It can be used to provide the same personalized experience consumers get from — and love about — online shopping," says Beniwal.

As consumers move through a store, the retailer's tracking, loyalty and marketing systems can work together to offer a more personalized and efficient shopping experience. For example, an app could map out the best route to take through the store based on what's on the shopper's list that week and/or what they typically buy. Coupons or personalized deals for items they're likely to be interested in might be offered along the way.