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Physical retailers, who once led the way in tracking with loyalty cards and`reverse appends', now lag behind online competitors. Yet we might be seeingthese tables turn, as many increasingly deploy technologies ranging from simplesensors to advanced emotion detection systems, even enabling them to tailorprices and shopping experiences on a per-customer basis. Here, we examine thesein-store tracking technologies in the retail context, and evaluate them fromboth technical and regulatory standpoints. We first introduce the relevanttechnologies in context, before considering privacy impacts, the currentremedies individuals might seek through technology and the law, and thoseremedies' limitations. To illustrate challenging tensions in this space weconsider the feasibility of technical and legal approaches to both a) therecent `Go' store concept from Amazon which requires fine-grained, multi-modaltracking to function as a shop, and b) current challenges in opting in or outof increasingly pervasive passive Wi-Fi tracking. The `Go' store presentssignificant challenges with its legality in Europe significantly unclear andunilateral, technical measures to avoid biometric tracking likely ineffective.In the case of MAC addresses, we see a difficult-to-reconcile clash betweenprivacy-as-confidentiality and privacy-as-control, and suggest a technicalframework which might help balance the two. Significant challenges exist whenseeking to balance personalisation with privacy, and researchers must worktogether, including across the boundaries of preferred privacy definitions, tocome up with solutions that draw on both technology and the legal frameworks toprovide effective and proportionate protection. Retailers, simultaneously, mustensure that their tracking is not just legal, but worthy of the trust ofconcerned data subjects.

Eavesdropping Whilst You're Shopping: Balancing Personalisation and Privacy in Connected Retail Spaces