I worked in a field that managed a lot of technology in retail stores. The big ones know everything about you, it’s just astonishing. At the time (around 15 years ago) there was very little oversight, but also most CIOs were inept and couldn’t really make the data sing and dance. Today that is very much no longer true, and it’s almost too easy to build a comprehensive profile of an “anonymous” guest and then attach it to their personally identifiable information, all without their consent or knowledge.