[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/07\/16\/brands-using-cameras-mobile-phones-to-track-in-store-behavior\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2013\/07\/16\/brands-using-cameras-mobile-phones-to-track-in-store-behavior\/","headline":"Brands using cameras, mobile phones to track in-store behavior","name":"Brands using cameras, mobile phones to track in-store behavior","description":"Brands are doubling-down on understanding consumer sentiment, including the use of mobile phones to track behavior in-store and online.","datePublished":"2013-07-16","dateModified":"2023-03-24","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/#Person","name":"Jenn Vande Zande","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/","identifier":229,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ef76ed873963201b65acc65a3cb353caa294225a4e9a8427f011077842dd955c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ef76ed873963201b65acc65a3cb353caa294225a4e9a8427f011077842dd955c?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2013\/07\/mobile-phones-to-track-behavior.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2013\/07\/mobile-phones-to-track-behavior.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2013\/07\/16\/brands-using-cameras-mobile-phones-to-track-in-store-behavior\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/customer-experience\/customer-data\/","name":"Customer Data","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_data","http:\/\/www.wikidata.org\/entity\/Q56278300"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},"Future of Grocery Retail",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/e-commerce-solution\/m-commerce-mobile-commerce\/","name":"M-commerce: Mobile commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Mobile_commerce"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/mobile\/","name":"Mobile Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Mobile_commerce","http:\/\/www.wikidata.org\/entity\/Q1154408"]},"Retail Trends, Data, News"],"wordCount":460,"keywords":["CDM | Customer Data Management","CDP | Customer Data Platform","CDPs for Retail","Customer Data","Data","Data Management","Mobile Commerce","Omnichannel","Retail"],"articleBody":"Nordstrom is a leader in offering an in-store experience that drives loyalty, but now they’re using techniques to gather data that has some consumers shaking their heads, as it becomes one of the brands to begin using cameras and mobile phones to track behavior in-store and online.As customer data becomes the next frontier in personalization and the future 0f e-commerce, the stakes are high for businesses to get it right – without causing a sense of intrusion for customers.      Trust matters: Benefits of a customer data cloud you may not have considered                The benefits of a customer data cloud include managing digital identities, tracking consent, authentication, and authorization.      1984 is calling: Mobile phones to track behavior risk being compared to Big Brother effortsThe New York Times recently ran a story that reveals how the department store is using mobile technology to track and follow customers as they shop in brick-and mortar locations.While it’s not much different from enabling cookies, the idea seems to hitting nerves around data privacy and Big Brother. According to the Times, once the brand posted signs informing customers that they were being tracked, some of them were “unnerved.”      Privacy, please! 3 ways to protect your personal data                Heard of "Off-Facebook Activity" settings? Learn how companies are tracking your data, and how to protect your personal data.      In addition to tracking customers using mobile technology, brands can use the old-fashioned video camera to gather significant, valuable data. A company called RetailNext analyzes video footage of shoppers to see how they navigate the store, and they also use mobile signals to pinpoint their location.The two together can create a powerful metric for brands struggling to complete against online retailers like Amazon\u2014which gathers significant data from users to drive a custom experience.Future of retail relies on consumer trustMacy’s, a brand on the forefront of the omnichannel experience, is using this kind of data to deliver personalized deals and information straight to the shopper as he enters the store.The idea of physical surveillance\u00a0is nothing new. Stores have long used security cameras to keep track of customer behavior as they move through the building, and in-store mobility is an accepted cornerstone of any good mobile strategy.This content is hosted by a third party ( player.simplecast.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowIt won’t be long before the marriage of the two to gather data that drives a personalized shopping experience is a practice that’s not only commonplace, but accepted as the standard in the future of commerce..  Consumers buy from sellers that make buying simple.Is your brand ready?Get started HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2013","item":"https:\/\/www.the-future-of-commerce.com\/2013\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"16","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/07\/\/16\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Brands using cameras, mobile phones to track in-store behavior","item":"https:\/\/www.the-future-of-commerce.com\/2013\/07\/16\/brands-using-cameras-mobile-phones-to-track-in-store-behavior\/#breadcrumbitem"}]}]