In-Store Tracking: Personalization Innovation or Privacy Invasion?

In the end, the shopper leaves the store feeling catered to and truly "known" by the retailer. "It's all about creating a more relevant, enjoyable experience for the consumer," says Beniwal.

The Cons: In-Store Tracking Puts Consumer Privacy and Data at Risk
Potential improvements in the shopping experience aside, many consumers and privacy advocacy groups have major concerns about consumer privacy and data security as it relates to in-store tracking.