Malls track shoppers’ cell phones on Black Friday
As shoppers walk around their cell phone signal strength will be tracked. The goal, once the data is gathered, will show patterns of strong and weak points within the malls so stores can adjust its strategies for the following year. As with any data gathering, privacy is a concern.
The management company of both malls, Forest City Commercial Management, says personal data is not being tracked.
“We won’t be looking at singular shoppers,” said Stephanie Shriver-Engdahl, vice president of digital strategy for Forest City. “The system monitors patterns of movement. We can see, like migrating birds, where people are going to.”
Still, the company is preemptively notifying customers by hanging small signs around the shopping centers. Consumers can opt out by turning off their phones.