A new application called Swirl tracks how users browse in stores and delivers promotions based on which part of the store they prefer. The opt-in app, being tested by retailers such as Timberland and Kenneth Cole, uses small in-store sections to track lingering and popular traffic paths. "Because it's opt-in ... you're receptive to it. It doesn't feel Big Brother-ish," said Ryan Shadrin, vice president of retail and digital commerce at Timberland.

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