We conducted the trial of the Path Intelligence system at two of our malls on Black Friday as planned. We look forward to analyzing the aggregated anonymous data on shopping patterns and flows that was gathered. We have suspended further trial of the technology while we work with the system developer on possible enhancements, and in deference to concerns raised by Senator Charles Schumer (D-NY). We look forward to meeting with the Senator and his staff, together with the system developer, to further explore his concerns.
Even though all information gathered by the system is anonymous, some consumers may still wish not to participate. At present, the option for them to decline to participate is to turn off their mobile phones. One of our highest priorities as a mall developer, owner and operator is to make our customers’ experience positive and easy. Accordingly, we are working with Path Intelligence to explore an easier “opt-out” option. It is our understanding that this is Senator Schumer’s key concern, given consumers’ increasing reliance on, and expectations of, mobile connectivity.
We believe the Path Intelligence technology insures comprehensive protection of private information. Further, we believe the aggregated anonymous data it provides can benefit our customers and tenants by enhancing the shopping environment in ways that include greater convenience, less congestion, improved amenities and an overall improved experience.