attention holiday shoppers: we're tracking your cell phone signal

Two U.S. Malls will track customers through cell phone surveillance, beginning on Black Friday. The Promenade Mall in Temecula, CA and Short Pump Town Center of Richmond, VA "...will track guests’ movements by monitoring the signals from their cell phones," according to Cryptogon.com. The article maintains it's the first time cell phones will be used to track customers. Do you believe it?