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Re "Attention, Shoppers: Store Is Tracking Your Cell" (front page, July 15):
In-store technology is indeed advancing, and many of the technologies involved can both be useful for shoppers and raise privacy concerns. Location tracking can be used by retailers to develop aggregate reports used to reduce waiting times at checkout, to optimize store layouts and to understand consumer shopping patterns.
But companies will need to ensure that they have data protection standards in place to de-identify data, to provide consumers with effective choices not to be tracked and to explain to consumers the purposes for which data are being used.
By being transparent about what is going on, location companies and retailers can make sure that shoppers understand the benefit of the bargain.
JULES POLONETSKY
CHRISTOPHER WOLF
Washington, July 16, 2013
The writers are co-chairmen of the Future of Privacy Forum, which is developing best practices for use of technologies to improve the retail shopping experience.
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