We (were) watching you: Nordstrom stops track cell phone tracking customers in storesOnline Satellite Hack iPhone 6
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Attention, Shoppers: Store Is Tracking Your Cell
By STEPHANIE CLIFFORD and QUENTIN HARDY JULY 14, 2013Continue reading the main story Share This Page Continue reading the main story Video
Big Data Hits Real Life
Brick-and-mortar stores are looking for a chance to catch up with their online competitors by using software that allows them to watch customers as they shop, and gather data about their behavior.By Erica Berenstein on Publish Date July 14, 2013. . Watch in Times Video »
Like dozens of other brick-and-mortar retailers, Nordstrom wanted to learn more about its customers — how many came through the doors, how many were repeat visitors — the kind of information that e-commerce sites like Amazon have in spades. So last fall the company started testing new technology that allowed it to track customers’ movements by following the Wi-Fi signals from their smartphones.
But when Nordstrom posted a sign telling customers it was tracking them, shoppers were unnerved.
“We did hear some complaints,” said Tara Darrow, a spokeswoman for the store. Nordstrom ended the experiment in May, she said, in part because of the comments.
Nordstrom’s experiment is part of a movement by retailers to gather data about in-store shoppers’ behavior and moods, using video surveillance and signals from their cellphones and apps to learn information as varied as their sex, how many minutes they spend in the candy aisle and how long they look at merchandise before buying it.
All sorts of retailers — including national chains, like Family Dollar, Cabela’s and Mothercare, a British company, and specialty stores like Benetton and Warby Parker — are testing these technologies and using them to decide on matters like changing store layouts and offering customized coupons.
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But while consumers seem to have no problem with cookies, profiles and other online tools that let e-commerce sites know who they are and how they shop, some bristle at the physical version, at a time when government surveillance — of telephone calls, Internet activity and Postal Service deliveries — is front and center because of the leaks by
Edward J. Snowden.Continue reading the main story
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“Way over the line,” one consumer posted to Facebook in response to a local news story about Nordstrom’s efforts at some of its stores. Nordstrom says the counts were made anonymous. Technology specialists, though, say the tracking is worrisome.
“The idea that you’re being stalked in a store is, I think, a bit creepy, as opposed to, it’s only a cookie — they don’t really know who I am,” said Robert Plant, a computer information systems professor at the University of Miami School of Business Administration, noting that consumers can rarely control or have access to this data.
Some consumers wonder how the information is used.
“The creepy thing isn’t the privacy violation, it’s how much they can infer,” said Bradley Voytek, a neuroscientist who had stopped in at Philz Coffee in Berkeley, Calif. Philz uses technology from Euclid Analytics, of Palo Alto, Calif., the company that worked on the Nordstrom experiment, to measure the signals between a smartphone and a Wi-Fi antenna to count how many people walk by a store and how many enter.
Still, physical retailers argue that they are doing nothing more than what is routinely done online.
“Brick-and-mortar stores have been disadvantaged compared with online retailers, which get people’s digital crumbs,” said Guido Jouret, the head of Cisco’s emerging technologies group, which supplies tracking cameras to stores. Why, Mr. Jouret asked, should physical stores not “be able to tell if someone who didn’t buy was put off by prices, or was just coming in from the cold?” The companies that provide this technology offer a wide range of services.
One, RetailNext, uses video footage to study how shoppers navigate, determining, say, that men spend only one minute in the coat department, which may help a store streamline its men’s outerwear layout. It also differentiates men from women, and children from adults.
RetailNext, based in San Jose, Calif., adds data from shoppers’ smartphones to deduce even more specific patterns. If a shopper’s phone is set to look for Wi-Fi networks, a store that offers Wi-Fi can pinpoint where the shopper is in the store, within a 10-foot radius, even if the shopper does not connect to the network, said Tim Callan, RetailNext’s chief marketing officer.Photo Shelley Kohan, a vice president for RetailNext, with her company’s customer-tracking system, which employs video cameras. Credit Tina Fineberg for The New York Times
The store can also recognize returning shoppers, because mobile devices send unique identification codes when they search for networks. That means stores can now tell how repeat customers behave and the average time between visits.
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RetailNext also uses data to map customers’ paths; perhaps the shopper is 70 percent likely to go right immediately, or 14 percent likely to linger at a display, Mr. Callan said.
Brickstream uses video information to watch shoppers. The company, based near Atlanta, sells a ,500 stereoscopic camera that separates adults from children, and counts people in different parts of a store to determine which aisles are popular and how many cash registers to open.
- Lookout — Lookout is more of an all-in-one solution where device tracking is just one of many features. As such, it might be a bit too bloated if device tracking is the only feature you’re interested in. But if your device currently lacks a good antivirus app, you might as well use this.
- Prey — In practical usage, Prey is very similar to Android Device Manager. The one big advantage is availability across multiple other platforms, including Windows, Mac, Linux, and iOS, so you can track your device from anywhere.
- Familonet — Though mainly used for tracking family members What Are the Best Child Tracking Tools and Apps? What Are the Best Child Tracking Tools and Apps? If you're a parent and want to know where your child is at all times, you should try one of these apps. Read More and sometimes even tracking your friends Find Your Friends via GPS With These 5 Free Android Apps Find Your Friends via GPS With These 5 Free Android Apps Use these apps to easily find your friends using your phone's built-in GPS. Read More , Familonet is good for when you don’t want to use your main device as the tracker. Grab a secondary device, preferably a cheap one, and set up Familonet so you can track the secondary device using your main device.
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The bitter truth if your phone IS ALREADY lost/stolen
There is a big caveat here: if you have ALREADY lost your phone or gotten your phone stolen and you are reading this sentence in the hope of finding where it is and thus retrieving it BUT haven’t installed and/or activated any type of tracking app beforehand AND thus cannot access the location of the phone remotely via the web interfaces of the apps (iCloud.com for iPhones), then you cannot track your phone AFTER its lost using this technology. I’m so sorry – this is simply the bitter truth.
Only your telecom provider, in theory, can track the location or last location your phone was seen at (until it ran out of battery or the thief turned it off or replaced it with another SIM card). This is another technology that is used, but your telecom provider (AT&T, Verizon etc.) has access to that data and most certainly won’t share it with you.
If you are like nearly half of the smartphone users in the US, then you cannot go very long without your phone. It’s a lifeline to most. It’s home to all those sentimental photos and memories. And, it stores work calendars, emails, parenting calendars, access to your child’s teachers—the list goes on because there’s virtually an app for running every nuance of your life.
2.1 million phones were stolen in 2015 and about 3.1 million were lost that same year
But what happens when you can’t find your phone? Studies show that about 2.1 million phones were stolen in 2015 and about 3.1 million were lost that same year .
Because your phone is so important for managing all the aspects of your life, it makes sense to track its whereabouts. Apps like Find my iPhone or Google’s Android Device Manager make it easy for you to locate your phone if you misplace it.
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