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Location-based services: Controversy at every level

Lamont Wood | Jan. 22, 2014
Like it or not, commerce increasingly involves keeping tabs on the customer's location.

One shopper's version of welcome personalized offers might have another person wondering if his favorite big box store has become a Big Brother store. "It's a question of how the retailers communicate the benefit of what they're doing," says Golvin.

And for those who remain unconvinced, "Turning off your phone is always an option," he adds.

 

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