Retail Surveillance: From Consumers’ Interaction to Data Extraction when In-store and Online

The increasing diffusion of technology offers new possibilities to collect data from consumers’ interactions automatically. This study aims to provide a comprehensive understanding of the retail technologies available (classified according to different approaches) and the kind of data they can extract from this interaction, emphasizing the customer journey stages. Our results show the extent to which the huge amount of extracted data might led to a certain retail surveillance. Consequently, this phenomenon opens new lines of inquiry about the benefits and pitfalls of (retail) technology surveillance in online and offline shopping settings. In this way, our results suggest guidelines to support the development of better practices to embrace retail technology and regulate consumers’ data extraction.