On Black Friday two malls started tracking their customers secretly by cell phone. The tracking system, known as FootPath, follows the movements of shoppers by logging cellphone location data and does not allow shoppers to opt out.
Following public outcry against this invasion of privacy, the malls have stopped tracking visitors, for now at least. The malls, California’s Promenade Temecula and Virginia’s Short Pump Town Center, have plans to continue the program in the future. Home Depot and JCPenny are interested in implementing the new tracking practice as well. It’s feared all stores, restaurants, and offices will one day track their customers as standard business strategy.