Malls track shoppers through cell phones

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There's a new technology malls have started to adopt called FootPath that literally monitors wherever you go inside the mall.

Currently, the technology is being tested this holiday season in the Short Pump Town Center in Richmond, Va. and the Promenade Temecula in Temecula, Calif. from Black Friday through New Years.

The malls are using the program to analyze foot traffic patterns and promise no personal data will be collected.

Some of the information that FootPath can collect — for about $92,000/year for a 55,000 square foot mall — include but are not limited to:

- overall number of visits
- visit time
- frequency of visits (per individual)
- linkages between retailers
- nationality of visitor
- interactions between the mall and other areas (they would have to be FootPath clients)

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