female, then your advertising will be much more efficient. If you know that everyone in your shop right now is a male, you’ll be advertising PlayStations not hairdryers.” Keep it hidden and invisible monitoring lets shops optimize their output while keeping the customer unaware. Put adaptable monitors and targeted advertising into the mix, however, and it becomes harder to hide the fact that a machine is watching you. The argument from the retailers is that they do this to provide a personal shopping experience but it remains a grey area. It still feels creepy. From the perspective of retailers, it’s understandable that physical shops want some of the information online outlets collect. We allow this to happen online so why not offline? The thresholds of a shopping centre are different from those between websites and, when you can wander freely from one place to another without a pop-up asking you to accept cookies, the rules of consent change. Then again, for a generation growing up with online first, physical shop second, the modes of online play may not be quite so invasive. In the CSC report, a survey indicated that while 72% of respondents aged 55 and over said they were very uncomfortable with these types of technologies being used in physical shops, only 51% of 16-24 year olds said the same. Does this relative openness stem from a greater familiarity with