Some 200,000 shops around the world now have systems to track phones,
including free Wi-Fi, according to ABI Research. The often-overlooked
terms and conditions for Wi-Fi typically allow stores to see a shopper’s
online search history as well as track their location. This can open up
a “gold mine” of data, points out Dan Thornton of Hughes Europe, a
network provider.
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Around a third of the 100 biggest American stores are experimenting with
some mapping technology from either Google or Apple, says Nathan
Pettyjohn of Aisle411, another indoor-positioning firm.
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