The purpose of the study is to analyze how technology helps physical retail companies gain customer insight and to understand customer attitude towards new retail technologies and the provision of personal data at the store. In order to reach this purpose, qualitative interviews were conducted with customers and retail managers in Rio de Janeiro. The methodology used by the study was qualitative and exploratory. Through the answers obtained, it was possible to understand the circumstances in which customers identify themselves at the stores, the technologies which they like more and how new technologies are being used by physical retailers to obtain customer data.