Information privacy concerns a person’s right to access and control personal data. Advances in technologies like smart phones, beacons, and video surveillance influence a customer’s privacy in both physical spheres and online shopping. We wanted to investigate: What kind of information do retailers accumulate from in-store versus online shopping, and how does this affect their customers’ information privacy? We interviewed managers at large retailers that have both physical and online stores. As anticipated, we found that case companies accumulate more data from online than in-store shopping, however the retailers are in the process of integrating data from both sources. We make the following contributions: (i) an updated mapping of Norwegian retailers’ exploitation of technology and customer data, and (ii) the following argument: Mason’s PAPA framework from 1986 still addresses the main issues regarding companies’ data collection from both online and physical stores. However, we need to focus on how companies handle the information. Pertaining to this, we offer two guidelines for retail managers. This study should be of interest to researchers within privacy, Business Intelligence, Big Data, and Data Science. It is also relevant for retail managers and customers both inside and outside Norwegian borders.

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