- Associated Press - Wednesday, August 11, 2010

REACHING OUT: Mall operator Simon Property Group has teamed up with Shopkick to reward smart-phone-equipped shoppers for walking into its shopping centers.

HOW IT WORKS: The technology relies on retailers installing small speakers at the entrance to their stores or the mall. The speakers emit an inaudible sound that can be picked up by cell phone microphones.

WHY IT MATTERS: Retailers have dreamed of using cell phones to locate shoppers, both to market to them and to gather data on their habits.

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