Retailer cops flak over trial of “location monitoring” program.

 

Customers have taken issue with a notice outside an Officeworks store in Sydney’s CBD which says the retailer is collecting mobile phone data to “optimise” the store and the customer experience.

 

“This is part of our ongoing efforts to optimise service and deliver the best in-store experience for our customers,” the sign read.

 

“No personal or identifying information will be collected as part of this trial,” it added.

 

According to news.com.au, customers at the Hunter Street store were informed that if they wanted to opt out of the monitoring, they would need to turn off their Wi-Fi or turn their phone onto flight mode while in the store.

 

One person commented that Officeworks could “improve customer experience” by not tracking people’s locations when they are in the store.

 

Other social media comments claimed that several stores and shopping centres were already using the technology, though most don’t inform customers in this manner.

 

“They have all been doing this for ages. This is just the first time I have seen a sign informing the customer,” another person said.

 

Another person agreed that this type of tracking has been in place for a while, but noted it was “still gross”.

 

“This stuff has been going on for years on a larger scale with Bluetooth beacons linked to point of sales and such,” they said.

 

In a comment to news.com.au, an Officeworks spokesperson said the Wi-Fi signal monitoring is currently used in 15 stores to “understand more about customer movement to improve store layouts and customer experience”.

 

“At no point is any personal or identifying information collected and we have prominent signage instore which gives customers information on how to opt out by simply switching off their Wi-Fi or using flight mode while in the store,” the company said.

 

“The information collected cannot be used for marketing purposes. Officeworks always handles data securely and carefully and complies with all relevant laws,” it added.

 

The investigations followed a report from consumer advocacy group Choice about the some retailers’ use of the facial recognition technology.

 

Bunnings and Kmart have followed the lead of the Good Guys and pulled the plug on using facial recognition technology in their stores while an investigation by the AIC takes place.