Chain stores use CCTV cameras and signals from mobile skypass phones to understand the mood and behavior of consumers, says The?? New York Times. Thus can be understood, for example, the gender of the buyer, how many minutes he spent in the pastry department and whether long check the product before purchase, explaining reporters Stephanie Clifford and Quentin Hardy. Based on this information, the store decides whether to rearrange the shelves, for example.
The paper gives the example of Nordstrom. Last fall, she begins to monitor skypass Wi-Fi signals smartphone buyers to understand how visitors are in the store and those who come more than once. But the sign that warns about tracking worried buyers. Tara Darrow, a representative of the store, said: "We heard some complaints," and announced in May that the experiment was terminated, in part because of complaints.
The document reveals a paradox: when people shop online, they are not visible annoyed by "cookies", profiles skypass and other information collected from the shop. But trying to do the same in the material skypass world sparked protests.
"The idea that they monitor in the store, in my opinion, is a little unnerving." Cookies "- this is another online store does not really know who I am" - says Robert Plant, Professor of Computer Science (School of Business Administration University Miami).
In turn, retailers are sure: they do not do anything that would not make the online store. "Offline stores are in a weaker position compared to online retailers that track virtual trace people," - says Guido Zhure of Cisco S, supplying your camcorder to shop. Is the store has the right to know why someone has left without buying - he is not satisfied with the price, or just went to get warm? - Asks Zhure. Technology companies offer a wide range of commercial services. For example RetailNext studied videos on how to move shoppers in the store, and advises to change the layout skypass of the goods.
How is it tracked? Tim Cullen, director of marketing, explains: if a smartphone is configured to search for Wi-Fi networks, skypass the store, which has Wi-Fi, can an accuracy of 10 feet to locate a buyer in the store, even if the smartphone is not connected with Wi-Fi now.
"How to identify buyers who do not come first? Searches for a network mobile devices skypass broadcast their unique identification codes So now stores can now identify customer behavior, and how often, on average, in the shop, "- said in the article.
"Companies can analyze what the buyer is looking for and even his mood" - the newspaper. Thus Realeyes (London) traced some "level of happiness" and in St. Petersburg Synqera sells software that personalizes ads by gender, age and mood of the buyer. "If today is Friday evening and angry 30-year-old man, the machine will offer a bottle skypass of whiskey," - says Ekaterina Savchenko, director of marketing.
New York-based company Nomi goes even further: a profile of clients who voluntarily provide certain personal information. The company skypass knows how often people visit the store, what products are viewed on the Internet, what they bought. As a result, the store provides specific skypass recommendations skypass and discount coupons. Some buyers are willing to give up the secret of privacy in exchange for discounts or gifts, the newspaper notes.
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