News and Analysis
Do Cashierless Stores Present a Privacy Risk to Consumers?
Amazon’s convenience stores rely heavily on location technology to track consumers’ movements inside buildings. Cameras analyze shopping behaviors, strategically placed microphones listen to conversations, and information about consumers’ shopping habits is stored in a central database that Amazon can reference for future operational and strategic planning.
“As cashierless stores take off, more and more personal and payment data will be transmitted through phones and mobiles devices and stored in cloud-based software platforms,” says Ruston Miles, chief strategy officer at Bluefin. “This means that hackers will have more network access to this data through vulnerable providers and merchants.”
Why and How Often Consumers Share Location Data
Location is among the types of data consumers are most likely to weigh disclosing based on the utility of the scenario. Asked about eight different types of data, including marital status, social security number, and physical address, a higher percentage of survey respondents said whether they’ll share location data “depends” on the situation than for any other category. It’s neither an automatic yes or no; companies need to make a case.
Back to Basics: Data Collection in the New Privacy Era
Some widely used marketing methods, like firmographics and psychographics, are coming to a halt as brands are forced to consider whether consumers actually want to receive their messages. In place of those practices, marketers are returning to older forms of data collection to once again create differentiated customer experiences, explains Dawn Colossi, chief marketing officer at the market research technology company FocusVision.
“I think with digital transformation came the notion that brand marketing didn’t matter as much because you could just target your audience,” says Colossi. “But with limitations on targeting and spamming, getting your brand known for things that customers care about—and this comes from understanding how they think and feel—will be crucial for marketers.”
Commentary
State of Hyperlocal 2018: Very Early Returns From Street Fight’s Annual Survey
It’s a truism in tech businesses that you should be just a little ahead of your customers, but not too far beyond their current focus. Street Fight’s third annual State of Hyperlocal survey aims to assist in that, as well as help companies prioritize their R&D and product marketing and development.
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Is Apple’s Encroachment on Local Finally Ready for Prime Time?
“I see [Apple’s] messaging platform as the third leg of mobile (joining the web and apps) that we need in place for the transition to non-traditional interfaces like voice,” Mike Blumenthal tells David Mihm. “Apple is building out a stable of ‘body’ computers with the Watch and now the AirPods that can provide an interface to the web.”
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LBMA Podcast: TubeMogul and Factual, Estimote’s Mirror Beacon
This Week in Location Based Marketing is a weekly video podcast from the Location Based Marketing Association with Asif Khan and Aubriana Lopez. On the show: Washington D.C. Wifi, Thinfilm + Sarine Technologies, Cardiff Blues & GCell, AyudaX, Huawei teams with China Mobile, Marriott’s TED talks, eBay & Myer VR stores, WalMart’s self-driving carts.
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