Abstract
Data analysis is becoming a popular tool to gain marketing insights from heterogeneous and often unstructured sensor data. Online stores make use of click stream analysis to understand customer intentions. Meanwhile, retail companies transition to locating technologies like RFID to gain better control and visibility of the inventory in a store. To further exploit the potential of these technologies, retail companies invest in novel services for their customers, such as smart fitting rooms or location of items in real time. In such a setting, a company can not only get insights similar to online stores, but can potentially also monitor customers. In this chapter, we discuss various location-sensing technologies used in retail and identify possible direct and indirect privacy threats that arise with their use. Subsequently, we present technological and organisational privacy controls that can help to minimize the identified privacy threats without losing on relevant marketing insights.
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