Rundle Mall's plan to use mobile phone technology to track shoppers as they shop
Authors
Tim Williams, City Messenger
Katina Michael, University of Wollongong
Abstract
Lord Mayor Stephen Yarwood said the tracking system was "exceptionally attractive technology" that would be used to improve people's experience of the Mall while respecting their privacy. Australian Privacy Foundation vice chairwoman Dr Katina Michael said no one should be tracked without having given their explicit consent.
The technology is in widespread use in the UK but its introduction caused controversy and legal challenges in the US.
Suggested Citation
Tim Williams and Katina Michael. "Rundle Mall's plan to use mobile phone technology to track shoppers as they shop" The Australian Jan. 2013.
Full article here:
BUSINESS: Rundle Mall shoppers would be tracked by their mobile phones and electronically alerted to offers from their favourite shops under plans backed by the malls management authority.
The technology would allow the Rundle Mall Management Authority to more accurately chart foot traffic through the mall and target dead spots with pop-up shops and entertainment.
Authority board member and Adelaide City Councillor Houssam Abiad said the system would only track shoppers' movements and not be able to identify individuals or any personal details, unless people chose to register them.
As soon as they entered the mall, registered users would be alerted by text messages or smart phone apps to sales and discounts at favourite shops.
They would also be alerted to events at nearby attractions such as the SA Museum and Art Gallery. ``If there's an area of the mall that's not visited we can put the right `plug and play' activity to attract people,'' Cr Abiad said.
``We're not just promoting retail but culture in the city.
``The focus is to personalise the experience for you.''
Cr Abiad said it would complement the smart cards being investigated by the City Council that would offer a loyalty system for users of CBD businesses and council services.
The mall authority is expecting quotes within weeks from potential providers of the tracking system. It will then decide if the idea is viable.
Authority chairman Theo Maras said charging retailers to take part in the ``cutting edge'' scheme would help recoup costs. He hoped the system would be running in the next 6-12 months.
Anyone who did not want their phone signal tracked could turn their phone off, he said.
Lord Mayor Stephen Yarwood said it was ``exceptionally attractive technology'' that would be used to improve people's experience of the mall while respecting their privacy.
Australian Privacy Foundation vice chairwoman Dr Katina Michael said no-one should be tracked at all without having given their explicit consent.
The technology is in widespread use in the UK but its introduction caused controversy and legal challenges in the US.