A Target employee has claimed that the retailer's shopping carts are equipped with tracking technology that syncs with intelligent LED lighting systems to monitor shopper and employee activity within stores. The employee, who uses the moniker Elijah P on TikTok, posted a video revealing what they identified as a tracker on the shopping carts.
According to the employee's statement in the video, the technology allows Target to track shoppers' habits and movements. The carts' trackers reportedly connect with the store's LED lighting system, which is also designed to track individuals in real-time using Bluetooth Low Energy (BLE) wireless technology. This system, developed by Acuity Brands, was announced as a partnership with Target nearly a decade ago and began appearing in stores in 2017.
A press release from Acuity Brands indicated that the system utilizes BLE radios embedded in the LED lighting and BLE-enabled sensor tags attached to assets like shopping carts. The company stated this functionality empowers retail personnel to understand customer shopping behavior and monitor employee activity. Target's policy acknowledges the collection of location data from in-store interactions, which can occur via the app, website, online ads, and emails. The company states that customers can opt out of geolocation sharing through their phone settings or the Target app.
However, the employee's claims suggest that even with opted-out geolocation sharing, the cart technology can still track shopping habits. The revelation has drawn reactions from shoppers online, with some expressing concerns about privacy and comparing the technology to scenarios depicted in the science fiction series "Black Mirror."