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Nordstrom Says It's No Longer Tracking Customers Via Cellphones; Other Retailers Continue Trial

Eight months into a controversial customer-tracking mobile trial, Nordstrom has halted the effort. Although Nordstrom took a lot of criticism for the mostly misunderstood program from consumer media, it's not clear whether the project ended as a result of the criticism or the trial had simply run its course.

Nordstrom Says It's No Longer Tracking Customers Via Cellphones; Other Retailers Continue Trial

The trial's purpose was straightforward: to use routine signals coming from shopper's mobile devices to count how many people showed at Nordstrom and, critically, which were repeat visitors (and, if so, how many times they had previously visited, dates they visited and where in the store they went). Nordstrom had maintained that it was only seeing anonymous data, meaning that it didn't know the names of the shoppers being tracked.

The vendor involved, a company called Euclid, said that it was also working for 35 other of the nation's top 100 retailers. And Euclid was able to see cross-retail activity.

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Keywords: retail supply chain, value chain, value chain IT, supply chain management IT, retail customer data mining, in-store customer tracking

The trial's purpose was straightforward: to use routine signals coming from shopper's mobile devices to count how many people showed at Nordstrom and, critically, which were repeat visitors (and, if so, how many times they had previously visited, dates they visited and where in the store they went). Nordstrom had maintained that it was only seeing anonymous data, meaning that it didn't know the names of the shoppers being tracked.

The vendor involved, a company called Euclid, said that it was also working for 35 other of the nation's top 100 retailers. And Euclid was able to see cross-retail activity.

Read Full Article


Keywords: retail supply chain, value chain, value chain IT, supply chain management IT, retail customer data mining, in-store customer tracking

Nordstrom Says It's No Longer Tracking Customers Via Cellphones; Other Retailers Continue Trial