????盡管零售業(yè)廣告的最新創(chuàng)新成果讓企業(yè)界驚喜不已，但消費(fèi)者并不十分買賬?，F(xiàn)在出現(xiàn)了一種服務(wù)于“全方位渠道”零售商的新技術(shù)——所謂的“全方位渠道”指的是把實(shí)體零售店與在線分析結(jié)合在一起。它意味著消費(fèi)者一邁進(jìn)商家的門檻，商家就要連接到消費(fèi)者的智能手機(jī)。而消費(fèi)者對這種做法很警惕。

????根據(jù)消費(fèi)者意見反饋公司OpinionLab的數(shù)據(jù)，77%的受訪者認(rèn)為無法接受商家在店內(nèi)追蹤自己的手機(jī)，81%的受訪者不信任零售商會(huì)保護(hù)個(gè)人數(shù)據(jù)的隱私和安全。塔吉特百貨（Target）不幸“中槍”了——受訪者表示他們更信任本地商店追蹤自己的購物數(shù)據(jù)，而不信任大牌零售商。

????要想在消費(fèi)者真正付賬之前統(tǒng)計(jì)出究竟有多少人在店里購物，這種事即使是放在以前，在技術(shù)上也并非不能實(shí)現(xiàn)。但那時(shí)，消費(fèi)者必須用信用卡買東西，或是報(bào)出電子郵件地址和會(huì)員卡。但是歸功于現(xiàn)在的地理柵欄技術(shù)，加上Wi-Fi、藍(lán)牙和已經(jīng)廣泛普及的智能手機(jī)，如今商家已經(jīng)可以通過消費(fèi)者的智能手機(jī)信號定位消費(fèi)者的位置，針對他們進(jìn)行營銷。這項(xiàng)技術(shù)的目標(biāo)是，當(dāng)一個(gè)顧客走進(jìn)一家門店時(shí)，他的手機(jī)上會(huì)收到一條推送消息，根據(jù)他的個(gè)人情況送上量身定制的廣告。

????現(xiàn)在已經(jīng)有好幾家創(chuàng)業(yè)公司正在開發(fā)這項(xiàng)技術(shù)，其中包括分析門店客流量的Nomi公司，它迄今已經(jīng)募集了1300美元的風(fēng)投資金。此外還有已經(jīng)募集到2360萬美元的Euclid公司和已經(jīng)募集到2940萬美元的RetailNext公司。去年秋天，就連蘋果公司（Apple）也發(fā)布了自己的iBeacon店內(nèi)追蹤系統(tǒng)，加入了這個(gè)領(lǐng)域的爭奪。iBeacon最初主要用在蘋果自己的專賣店里，但是現(xiàn)在第三方零售商也可以使用它。深受消費(fèi)者推崇的創(chuàng)業(yè)公司Shopkick每年都能帶動(dòng)幾億美元的銷售額，現(xiàn)在它也推出了一個(gè)名叫shopBeacon的基于地理位置的應(yīng)用。梅西百貨（Macy’s）是第一家部署這款應(yīng)用的零售連鎖店。

????市場專家們認(rèn)為這項(xiàng)技術(shù)并不具有侵犯性，因?yàn)樗沁x擇性加入的。零售商要想對消費(fèi)者推送廣告，首先要獲得消費(fèi)者的允許，尤其是如果通過零售商的APP推送的話。一般來說，零售商都會(huì)發(fā)送店內(nèi)短信鼓勵(lì)顧客下載自己的APP，但是沃爾格林（Walgreens）、科爾斯（Kohls）、星巴克（Starbucks）等零售商也各自都有大受消費(fèi)者歡迎的APP。

????呼吁隱私保護(hù)的人士把這種店內(nèi)追蹤技術(shù)比作早些年的電子郵件營銷，因?yàn)槟菚r(shí)候許多商家也是未經(jīng)用戶同意就買賣用戶的郵箱地址。2003年，美國聯(lián)邦貿(mào)易委員會(huì)（FTC）通過了《反垃圾郵件法案》，規(guī)定商家必須提供一個(gè)讓消費(fèi)者可以取消訂閱的方法，而且還要提供發(fā)信人的真實(shí)地址。另外，這項(xiàng)法案還禁止通過交易等手段收集電子郵箱地址。

????今天的移動(dòng)營銷和店內(nèi)追蹤技術(shù)仍然很年輕，但監(jiān)管者們或許可以加以關(guān)注、同時(shí)出臺一些基本規(guī)定來保護(hù)消費(fèi)者的隱私。上個(gè)月，美國聯(lián)邦貿(mào)易委員會(huì)專門就此舉辦了一次研討會(huì)，行業(yè)領(lǐng)袖和隱私保護(hù)倡議人士們對選擇性加入辦法給出了各自的觀點(diǎn)。

????iBeacon和其它店內(nèi)追蹤軟件遭到冷遇的一個(gè)原因正是由于“追蹤”這個(gè)詞兒。如果你問任何人“你愿意在踏進(jìn)一家商店后的每一步都被人追蹤嗎？”估計(jì)沒有人會(huì)答“愿意”。但我們每天使用電腦上網(wǎng)時(shí)，這種事都在發(fā)生。營銷人員、廣告商和電商網(wǎng)站會(huì)利用瀏覽器的cookies追蹤我們的上網(wǎng)足跡，然后根據(jù)我們的瀏覽記錄向我們打廣告。雖然隱私保護(hù)人士一直鍥而不舍地圍繞cookies發(fā)聲，但互聯(lián)網(wǎng)用戶們似乎并不以為意。

????對于支持店內(nèi)追蹤的人來說，一個(gè)經(jīng)典的理由就是，消費(fèi)者愿意為了方便或省錢而犧牲一點(diǎn)點(diǎn)的隱私。事實(shí)也證明了這一點(diǎn)。在OpinionLab公司的調(diào)查中，61%的受訪者表示如果他們加入的話，希望商家能給予直接的價(jià)格折扣作為補(bǔ)償。另有53%的受訪者希望加入后能得到免費(fèi)產(chǎn)品。但也有高達(dá)35%的人表示，他們非常討厭店內(nèi)追蹤這種做法，無論商家出什么招術(shù)，也不能吸引他們加入。

????這次調(diào)查總體上顯示了店內(nèi)追蹤技術(shù)所面臨的挑戰(zhàn)：63%的受訪者表示不會(huì)選擇加入店內(nèi)追蹤，即便是在他們喜歡的零售店里也不行。所以，盡管零售商們對這項(xiàng)技術(shù)很熱衷，但是還得給消費(fèi)者好好做做工作。（財(cái)富中文網(wǎng)）

????譯者：樸成奎

????Despite excitement from the business world, consumers aren't keen on the latest innovations in retail advertising. A whole new category of technology has sprung up to serve "omnichannel" retailers, who combine online analytics with brick-and-mortar sales. They do that by connecting to a consumer's smartphone while they're in the store. And consumers are wary.

????According to a survey of 1,042 consumers conducted by consumer feedback companyOpinionLab, 77% of respondents find in-store tracking unacceptable, and 81% said they don't trust retailers to keep data private and secure. Blame Target for that one. (Respondents said they have more trust in local stores tracking their shopping data than mass-market retailers.)

????Prior to now, it wasn't technologically possible to find out much about consumers in stores until they actually bought something. And even then, they had to buy with a credit card, offer their email address, or use a loyalty account to be identified. But now, thanks to geofencing technology, Wi-Fi, Bluetooth, and ubiquitous smartphones, marketers are able to track and market to customers by identifying the customer's smartphone signals. The goal is to have a customer walk into a department store and get a push notification on his or her phone with a personalized offer.

????Startups building out the technology include Nomi, which offers stores analytics on foot traffic and has raised $13 million in venture funding, Euclid which has raised $23.6 million, andRetailNext which has raised $29.4 million. The category was further validated last fall, when Apple (AAPL) revealed iBeacon, its own version of an in-store tracking system. iBeacon rolled out in Apple stores first, but is now available for third-party retailers to use. Shopkick, a consumer rewards startup which drives hundreds of millions of sales each year, now offers a location-based product called shopBeacon. Macy's (M) was the first store to deploy it.

????Marketing pros argue the technology is not invasive because it's opt-in. Consumers must give permission for any company to market to them based on their location, typically through the retailer's app. Retailers use in-store messaging to encourage visitors to download their app, although plenty of retailers, like Walgreens (WAG), Kohls (KSS), and Starbucks (SBUX), have fairly popular apps.

????Privacy advocates compare in-store tracking to the early days of email marketing, where marketers could buy and sell email addresses without getting permission from the recipients. In 2003, the FTC adopted the CAN-SPAM act, which required marketers to include a way to unsubscribe and a physical address of the publisher. It also banned harvesting email addresses.

????Mobile marketing, and in-store tracking, is still very young, but regulators may take notice and implement some ground rules to protect consumers' privacy. Last month, the FTC held a seminar on the topic, where industry leaders and privacy advocates offered arguments for and against opt-in laws.

????Part of the problem with iBeacon and its brethren is the word "tracking." No one would answer "yes" to the question, "Do you like having your every move tracked whenever you enter a store?" And yet, that's what happens to us as we browse the web every day. Marketers, publishers, and e-commerce sites use cookies to follow us around the web and serve us ads based on our browsing histories. Cookies have always been a point of contention with privacy wonks, but Internet users are generally okay with it.

????The classic argument in favor of tracking, be it virtual or in-store, is that consumers are willing to give up a bit of their privacy in exchange for convenience or savings. That's the case here, too. In the OpinionLab study, 61% of respondents said they expect to be directly compensated with price discounts for their participation. Another 53% said they expected free products. Still, a whopping 35% said they detested the practice so much that there's nothing a store could do to motivate them to opt in.

????The overall survey shows challenges for these technologies: 63% of those surveyed said they would not opt in to be tracked, even at their favorite stores. So, while retailers buy it, consumers still need to be sold.