Bricks-and-mortar retailers adapt online tracking techniques for the physical world
In 2016 reports surfaced that bricks-and-mortar retailers were beginning to adopt physical-world analogues to the tracking techniques long used by their online counterparts. In a report, Computer Sciences Corporation claimed that about 30% of retailers were tracking customers in-store via facial recognition and cameras such as Intel's RealSense cameras, which can analyse facial expressions and identify the clothing brands a customer is wearing. Intel noted that the purpose was to build general profiles in order to predict what customers are interested in and display targeted ads. In another such attempt, Hoxton Analytics uses cameras in locations such as London's O2 centre and The Dandy Lab to categorise people based on the style and size of their shoes, claiming to be able to identify a customer's gender with 75-80% accuracy.
Writer: Thomas McMullan
People must know
People must be able to know what data is being generated by devices, the networks and platforms we use, and the infrastructure within which devices become embedded. People should be able to know and ultimately determine the manner of processing.
Limit data analysis by design
As nearly every human interaction now generates some form of data, systems should be designed to limit the invasiveness of data analysis by all parties in the transaction and networking.
Control over intelligence
Individuals should have control over the data generated about their activities, conduct, devices, and interactions, and be able to determine who is gaining this intelligence and how it is to be used.
Identities under our control
Individuals must be able to selectively disclose their identity, generate new identities, pseudonyms, and/or remain anonymous.