Adding to the above, the general goal is to create a physical "heat map" similar to what is used in web eCommerce sites. Fact of the matter, retail is split between a dual role of providing physical locations as well as web locations where they sell their products and services. Because it is easier to base decisions on similar evaluations, the convenience of eCommerce "heat maps" is driving companies to try to create the same for their physical locations. Then all the methods used for surveillance capitalism used online can be applied to their physical retail operations.