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In-store data collection can help retailers provide shoppers with a personalized experience that includes perks like lower prices or options tailored to a shopper鈥檚 taste. But uptake for in-store data collection has been slower in North America than it has been in Europe. 鈥淭he assumption is that if I enter a retail store, cameras are recording. That is an established norm. However, if the retailer is storing my data, then they need to seek my consent,鈥� says Associate Professor, Vivek Astvansh in interview with The Globe and Mail. 鈥淧erhaps shoppers and consumers in Europe are more accepting because they know regulations and laws are going to protect them.鈥�