Gap to launch opt-in location tracking for brick-and-mortar stores

04/22/2014 | BuzzFeed

Gap is launching an in-store location-tracking program aimed at personalizing the shopping experience with customized deals. The company says the program will be opt-in to make personalization feel "cool, not creepy," an approach that Gap hopes will make users more willing to be tracked inside a store in exchange for offers and personalized information. "The simple model we have in mind here is if you have an incentive to walk in our stores and digitally tell us, 'Hi, I'm here, this is who I am,' that allows us to bring to you a number of very good things," Gap's Art Peck said.

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