Given the choice, consumers are likely to just say "no" to their movements being tracked in retail stores via their smartphones. According to a new survey by Chicago-based OpinionLab, eight out of 10 consumers don't want to be tracked without giving their explicit consent. A large majority, 64 percent, said they should only be tracked if they opt-in or sign up to participate in a program, a response that is directly contrary to the opt-out platform adopted by 11 mobile location analytics firms. Nearly a quarter of shoppers or 24 percent believe retailers shouldn't do any in-store tracking at all. Even promises of a better shopping experience didn't change consumers' minds with 88 percent saying it wouldn’t make any difference. But what might make a difference is if retailers provided some incentive for participating, like discounts or free products. In the wake of data breaches at big retailers like Target, consumers simply don’t trust retailers. A vast majority of shoppers, 81 percent, do not trust retailers to keep their data private and secure.