Security cameras are watching honest shoppers, too
Stacey Shulman, technology chief of American Apparel, a clothes chain, craves “the same type of analytics in-store as I can get online”. In many cases the equipment is already there: security cameras watch out for thieves and Wi-Fi networks pick up mobile-phone signals. A “furious amount” of testing is going on to see whether such technology can help retailers understand customers better and thus boost profits, says Anthony Mullen of Forrester Resea
