Mobile Location Analytics

Definition
Mobile Location Analytics (MLA)

"provides retailers with insights into the in-store behavior of their customers by tracking the number, location, and patterns of smart mobile devices that enter and exit their stores. While this technology provides retailers and customers with many benefits &mdash; generally speaking, it allows retailers to adapt more efficiently and effectively to the demands of their customers &mdash; it also raises many privacy concerns. In order for MLA to maintain the trust and confidence of consumers while improving retailers' understanding of them, these privacy concerns must be addressed in a manner that simultaneously allows for the generation of effective retail analytics."