New technologies, which rely on the fact that most people carry a mobile device, now allow retailers to receive signals from devices that are in or near their stores. If your mobile device has Wi-Fi or Bluetooth turned on, it broadcasts a unique number – called a MAC address – that can be logged by Wi-Fi equipment or Bluetooth sensors. A MAC address is simply a 12-character string of letters and numbers; it doesn’t contain personal information like your name, email address, or phone number.

http://www.futureofprivacy.org/issues/smart-stores/

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