The cellphone tracking technology, called Footpath, is made by Path Intelligence Ltd., a Portsmouth, U.K.-based company. It uses sensors placed throughout the mall to detect signals from mobile phones and track their path around the mall. The sensors cannot gather phone numbers or other identifying data, or intercept or log data about calls or SMS messages, the company says.
Forest City Commercial Management said it planned to use the data gathered about shoppers' length of stay and shopping patterns to determine whether to relocate some stores, figure out what other retailers should be added, and learn what events and promotions are most effective for attracting shoppers."
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