The strategy of retail consumer tracking presents ethical dilemmas of invading consumer privacy and contributing to the downfall of society. When a business tracks who is buying what essentially they can go into someone's home and know everything inside because it's been tracked. Where's the privacy? It contributes to the downfall of society by making everything easy because with consumer tracking comes virtual shopping and at home delivery service. Meaning people won't have t o leave their homes. Which will decrease jobs and inhibit social interaction.
