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Malls track shoppers’ cell phones on Black Friday

Posted on November 23rd, 2011 at 17:26 by John Sinteur in category: If you're in marketing, kill yourself, Privacy -- Write a comment


Attention holiday shoppers: your cell phone may be tracked this year.

Starting on Black Friday and running through New Year’s Day, two U.S. malls — Promenade Temecula in southern California and Short Pump Town Center in Richmond, Va. — will track guests’ movements by monitoring the signals from their cell phones.

While the data that’s collected is anonymous, it can follow shoppers’ paths from store to store.

The goal is for stores to answer questions like: How many Nordstrom shoppers also stop at Starbucks? How long do most customers linger in Victoria’s Secret? Are there unpopular spots in the mall that aren’t being visited?


Still, the company is preemptively notifying customers by hanging small signs around the shopping centers. Consumers can opt out by turning off their phones.

Consumers can opt out by not consuming…

Of course, they claim to do this to “improve the shopping experience” which is marketing speak for “shove more ads in your face”

and take a look at the picture with that article: “An anonymous mobile phone survey” sounds, to the average consumer, like maybe you’d be given a number you could call and fill out a survey or answer some questions about your experience in the mall, right? This is disingenuous to say the least.

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