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That Lord and Taylor app will not only remind shoppers of a deal in the men’s shoe department; it might help retailers find out which entrance consumers used to get into the mall or what route they took to the Cinnabon.

Lots of companies have been experimenting with mobile tracking beacons to determine where shoppers go and what they do in their stores. Now, through a proliferation of third-party technologies and partnerships among retailers, shopping centers and mobile tracking firms, they have access to more data than ever about what consumers did before they got there.

Mobiquity is among those at the forefront of the trend. The tech firm owns and operates beacons — small devices that pick up on signals from mobile phones — in 240 malls owned by Simon Property Group. The company expects to expand its presence to 290 malls by July as a result of signing with shopping center owner Macerich to become its exclusive common area beacon provider earlier this month.

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