Should being tracked while you are shopping inside a store be considered creepy?

Not according to behavior-intelligence company Brickstream, which helps brick-and-mortar retailers track and analyze shopper’s behaviors.

What’s more, it looks like the startup just bagged about $8.7 million in new funding, according to an SEC filing today.

Although the document does not provide much detail, it does state that the first sale was made on March 17, 2014;  six investors have signed on thus far; and the company is seeking about $167,000 more for this round.

Brickstream provides sensors that retailers install inside their stores. The sensors then track and analyze data to help retailers manage waiting lines, track foot traffic, reduce theft, increase security monitoring, and extract other behavior intelligence.

The company’s products and services can also be used in entertainment venues, hospitals, high-traffic areas such as airports, and much more.

Brickstream is not the only company working to help brick-and-mortar retailers engage more with their shoppers. Index and Euclid also provide tracking and analysis of store shoppers to help retailers personalize shoppers’ experiences and gather data on shoppers’ behaviors. Shopkick, on the other hand, is consumer-facing and provides shoppers with special offers (called “kicks”) when they enter a participating store.

Brickstream was founded in 2000 and is based in Norcross, Ga. Previous investors include Columbia Capital, Mohr Davidow Ventures, and RBC Technology Ventures. The company also raised a total of $21.5 million prior to this round.

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