A recent segment on CNBC's Squawk Box addressed the "creepy" practice of brick-and-mortar retailers using technology to track and gather data on in-store shoppers. While the subject has been much discussed within the retail community, recent consumer news coverage has sparked concerns over privacy and retailer tactics for data collection.
The segment highlighted the backlash Nordstrom felt after its shopper tracking technology made headlines, concluding that technology is more apt to fail when it works purely for the retailer rather than to improve the customer experience.
Watch the segment below:
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