Everyone knows companies like Amazon collect data on their customers' shopping habits, but now brick-and-mortar retailers are trying to even the playing field by using similar technology in their stores. Nordstrom’s has recently started using cell-phone tracking technology as well as in-store video cameras to collect data on patrons while they are in the department store. The data, used by companies like RetailNext, is then used to streamline shopping experiences and tailor store layouts to be more efficient. Of course, the same shoppers who don’t mind it when Amazon uses purchase history to suggest titles they might like could be unnerved to know that department stores know precisely which displays they’ve been browsing.
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