Big Brother at the Mall: Ayonix Featured in Wall Street Journal

The privacy debate moves beyond e-commerce as magic mirrors and beacons log shoppers’ data in bricks-and-mortar stores

by John D. McKinnon

WASHINGTON—The battle to protect consumer data is moving from cyberspace to shopping malls, as Congress scrutinizes how advanced technology increasingly follows shoppers around bricks-and-mortar stores.

Retailers including cosmetics chain Sephora use electronic Bluetooth beacons to detect customers’ smartphones as they enter the store, allowing them to ping shoppers with promotions as they browse —and see where they linger.

READ THE FULL ARTICLE on WSJ.com

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