Thanks to the Internet of Things, marketers can now add value to the shopping experience by using digital displays. They can use the displays to gather data about consumers, send advertising messages to their mobile phones as they pass, and use their mobile phones or facial recognition to personalize the marketing messages that appear on the displays. However, in response to technology advancements and heighted sensitivity to privacy, several policies have been introduced to limit the collection and resharing of data. Is it a wise strategy for retailers to use digital displays to market directly to consumers? Why or why not? (AACSB: Written and Oral Communication; Information Technology; Reflective Thinking)