Heat maps and path tracking technologies essentially generate maps of where consumers spend the most time standing and walking in stores. (Figure 2). One product, PathTracker, uses RFID chips for large store tracking, and video tracking technology for smaller stores or sub-areas within stores.

Facial recognition technology was initially developed for security purposes, but it has found a new use in digital signage for marketing and ad targeting purposes. Essentially, the process is that a camera captures an individual’s image, then checks it against algorithms that analyze at least 80 facial characteristics, such as distance between eyes, length of the face, width of the face, depth of eye sockets, and so forth. [48] Layers of algorithms are used to crunch the facial information into determinations about a person’s age bracket, gender, and ethnicity. The next efforts are going toward coding the facial expressions of shoppers to “capture their emotional reactions to in-store environments.” [49]

Few consumers are aware that watching a video screen or interacting with a kiosk may mean they are being recorded and having their behavior, gender, age, and ethnicity analyzed. As a result, there has not been a robust public discussion of how consumers feel about these technologies.

Security Camera Footage: Repurposing footage for marketing and profit

Perhaps the most egregious repurposing of data is the use of security camera footage for store marketing purposes. From the industry literature, this appears to be an established business practice at this point. It is one that needs to be examined closely.

The industry view of privacy has been officially articulated in a Recommended Code of Conduct for Consumer Tracking Methods that has been provided to the World Privacy Forum. The code of conduct is contained in full in Appendix A.