If the sensors are cheap, they can placed dense enough to provide pretty good localization. The mall can pay for them. Say, if the transmitter is ~$5, we can place 200 of these in a mall for $1K, which isn't that much, I think. The transmitters should be low-power to minimize maintenance, e.g. go for a month or more. They should also be small to be unnoticeable.
What do you think?
If you could have the customer pick up a handset RFID reader (with your app on it I suppose?) that they return when they leave, RFID could work. I suggested RFID because the tags don't need any battery or power supply. The readable range might be a little less than with Bluetooth transmitters, but I have seen read distances of 50 or so feet. And tags are cheap and readily available, too.
For a typical mall scenario, though, I think people will be reluctant to deal with the hassle of another device.
I think $5 is low. I'd guess more like $50 each for small quantity (<500) hand assembled in the US, using an off the shelf enclosure.
Does Apple even let you have access to the Bluetooth serial port profile?
So, you want to use a sensor type that a common smartphone can read, BT and Wifi seem to be the best choices.
Power wouldn't be a major issue, they would be plugged in to a wall outlet, or possibly even powered from a PoE line.
My mind is thinking about triangulation and the like. If the BT devices were networked, I believe you could have them transmitting an ID and a medium resolution time stamp. The phone would also have to be using network time and you could get a fairly accurate triangulation (again, I think, this part is far from my speciality).
There is a lot of merit to this idea. You could roll this into something to do with digital signage and advertising as well. As stores in a mall come and go, they have to update directories. You could build a system to let a mall auto-update it's layout maps as tenants change.
Why not use GPS? The main problem to solve would be creating a database of the location of each store in the mall.
Did you find that there isn't enough GPS coverage in malls?