Attention, Shoppers: Store Is Tracking Your Cell

Like dozens of other brick-and-mortar retailers, Nordstrom wanted to learn more about its customers — how many came through the doors, how many were repeat visitors — the kind of information that e-commerce sites like Amazon have in spades. So last fall the company started testing new technology that allowed it to track customers’ movements by following the Wi-Fi signals from their smartphones.

But when Nordstrom posted a sign telling customers it was tracking them, shoppers were unnerved.

“We did hear some complaints,” said Tara Darrow, a spokeswoman for the store. Nordstrom ended the experiment in May, she said, in part because of the comments.

Nordstrom’s experiment is part of a movement by retailers to gather data about in-store shoppers’ behavior and moods, using video surveillance and signals from their cellphones and apps to learn information as varied as their sex, how many minutes they spend in the candy aisle and how long they look at merchandise before buying it. Read more >>

Wi-Fi signals enable gesture recognition throughout entire home

Forget to turn off the lights before leaving the apartment? No problem. Just raise your hand, finger-swipe the air, and your lights will power down. Want to change the song playing on your music system in the other room? Move your hand to the right and flip through the songs.

University of Washington computer scientists have developed gesture-recognition technology that brings this a step closer to reality. Researchers have shown it’s possible to leverage Wi-Fi signals around us to detect specific movements without needing sensors on the human body or cameras.

By using an adapted Wi-Fi router and a few wireless devices in the living room, users could control their electronics and household appliances from any room in the home with a simple gesture.

“This is repurposing wireless signals that already exist in new ways,” said lead researcher Shyam Gollakota, a UW assistant professor of computer science and engineering. “You can actually use wireless for gesture recognition without needing to deploy more sensors.” Read more >>