The Flock backlash is coming for retail

Billy Odell Tucker-Robinson Founder & Host — Banking With Billy Network • Intelligence Network • Data Science • AI Research • World News
Published: 2026-09-07T08:38:06.694Z • Permanent link

Ulta Beauty and Lowe's have come under scrutiny for their contracts with Flock Safety, a company that sells automated license-plate readers. According to reports, the two retailers have partnered with Flock to enhance their security measures and deter shoplifting. However, some consumers have taken to social media to express their concerns, citing the potential for misuse of the technology and the lack of transparency around how the data is being collected and stored.

In a statement to the press, Flock Safety's CEO, Chris Calio, defended the company's products, saying that they are designed to help retailers prevent shoplifting and improve customer safety. However, some experts have raised questions about the potential for Flock's technology to be used for mass surveillance, particularly in the context of its partnerships with large retailers like Ulta and Lowe's. Meanwhile, consumer advocacy groups have begun to organize, calling for greater transparency and regulation around the use of automated license-plate readers.

Data points from Flock Safety's own marketing materials suggest that the company's technology is capable of capturing and storing data on millions of license plates per day. This has raised concerns among civil liberties groups, who argue that such data could be used to track individuals and monitor their movements. As one consumer activist put it, "We need to know who has access to this data, how it's being stored, and what safeguards are in place to prevent misuse.

As the use of automated license-plate readers becomes more widespread, the stakes for companies like Ulta and Lowe's are high. Not only could the technology be used to track individual customers, but it could also be used to monitor and surveil marginalized communities, particularly those of color. Research communities have long warned about the potential for surveillance technologies to exacerbate existing social inequalities, and the deployment of Flock's technology in retail stores could be a major factor in this trend.

Market analysts have noted that the use of automated license-plate readers in retail stores could also have a significant impact on consumer behavior. As one analyst put it, "If consumers feel like they're being tracked and monitored, they may be less likely to shop at stores that use this technology." This could have significant implications for retailers like Ulta and Lowe's, which rely on foot traffic and in-store sales to drive revenue.

The use of automated license-plate readers in retail stores is not a new development, but it has gained significant attention in recent years as the technology has become more widespread. In 2020, the city of Los Angeles began using automated license-plate readers to monitor traffic and prevent crime, and since then, the technology has been deployed in numerous other cities and states. Meanwhile, researchers have been studying the potential benefits and drawbacks of the technology, with some arguing that it could be an effective tool for preventing crime and others warning about the potential for misuse.