Why it matters: California's new privacy law made a big splash in terms of the demands it places on companies with an online presence, but the law's impact on brick-and-mortar organizations has so far flown a bit under the radar. Retailers, in particular, have long been spending big on technology to track the behavior of consumers once they enter a store. The new law requires companies to notify consumers of such tracking programs. This story details how those notification efforts have been hit-or-miss.