Consumers who have no problem with cookies and other technology that allows retailers to track them online draw the line when it comes to in-store tech that tracks their cellphones, Nordstrom recently discovered. In May, the retailer stopped a program of tracking shoppers by the Wi-Fi signals from their smartphones after consumers spoke out, but other retailers including Family Dollar, Cabela's and Warby Parker are testing similar technology in the ongoing quest to gather data on in-store shoppers.

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