Not sure there's anything new or unknown with this. Just Google "Bluetooth Proximity Marketing" to see the types of technology stores are using to track customers when they walk in....
Whether or not you know about a given thing is irrelevant, it's not a contest.
A lot of people don't, and articles to explain it to them are a good thing.
Things like this are really invasive, and not appropriate – just because they've been happening for a while doesn't make it more OK, it's just means they've been getting away with it.
[0] https://www.hegnes.tech/2021/09/01/location-tracking-of-wifi...
(Full disclosure: Author of linked article.)
Even companies that provide it talk on their websites about what they'll give you, the data and tooling, not how they'll take it from your customers.
(It's also hard to talk about without sounding tin-foil hat... I don't mean to. I'm mostly resigned to it, the state of advertising etc., I mean I'll block it digitally of course, but I'm not going to go shopping in a balaclava with exaggeratedly not-mine gait or anything, just still dislike that that would be necessary if one did care enough, if you see what I mean.)
However, google returns a bunch of results talking about the stores sending the customer data. And not the other way around. Also the customer needs a specific app.
It doesn't sound like anyone is tracking anyone via bluetooth. At the very least, if they are, then "bluetooth proximity marketing" is the wrong keyword to search for.