Wi-Fi’s Little Secrets

Ann-Marie Vazzano

Jo-Ann craft stores across the country are now offering Wi-Fi to customers, which might seem like a nice gesture. But it doesn’t benefit just shoppers, according to a recent Ad Age story. The retailer not only gathers user log-in information, including email addresses, but also tracks their behavior to create what Ad Age refers to as “digital identities.” The retailer can then use these identities to offer more targeted marketing. GP