For years online retail giants like Amazon and eBay have been collecting information about their customers buying habits as people search their websites.
Thanks to cameras and new software applications brick-and-mortar retail store owners are now able to track how long shoppers look at certain store displays, how long they stayed, what they looked at, what they didn't look at, and other shopper identities to enable them to compete with online retailers.
The use of these new technologies have essentially enabled a physical retail store TO BE a physical website. Wifi has enabled them to know how many people are looking at Amazon while in the store to compare prices. It also enables shoppers to be able to research more information about products before making an in-store purchase.