Powerfront’s Technology for Tracking Online Shoppers

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Powerfront’s Technology for Tracking Online Shoppers
Short Title Powefront’s Technology Called Inside Allows Luxury Brands Track Their Online Customers
Location Global
Date November 2019

Solove Harm Surveillance, Aggregation
Information Computer Device, Behavioral, Location, Transactional, Ownership, Preference, Contact
Threat Actors Powerfront, Brands that use Inside technology

Affected Customers of luxury brands
High Risk Groups Wealthy
Tangible Harms

Powefront's product Inside allows luxury brands to track their online shoppers. It creates a visualized avatar for every shopper, that shows sales representative what the customer has already purchased, what they clicked, and even how the customer is feeling.


Powerfront has created a tracking technology called Inside, that allows Sephora, Gucci, Kiehl’s, and other luxury brands to track about 20 million online shoppers every day. The company has access to an extraordinary amount of information. It not only knows when consumers are buying products, but also their favorite styles and fits, their interactions with different luxury brands, and even their sentiments.

Through Powerfront's flagship product, Inside, businesses — most of the luxury brands — can see, chat with, and track online shoppers.

Powerfront’ Inside creates a visualization, a sort of cartoon-like avatar, for every shopper and sales representatives (or customer service agents) of companies can track those avatars, watching their shopping behavior and even current mood. This is an example of Surveillance. A company representative may click on customers' colorful little avatar and see their IP address, location, sometimes their name, and any of their past purchases. A customer doesn’t need to be a registered user of the website for these details to be available. If a client is chatting with the representative, they’ll also see the words client types before pressing “send.”

Powerfront said it processes the information of about 20 million unique customers from 400 clients every 24 hours. Aggregation

The program allows Powerfront’s clients to treat shoppers as if they were in a, offline store. Except that the clients are not as aware of how exposed their actions are.

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