Regent Street, London Deploys Mobile Beacon Technology
Published on Jun 10 2014 4:33 PM in Technology
London’s Regent Street is to become the first European shopping street to introduce mobile beacon technology.
A new mobile phone app, designed especially for the popular shopping location, will communicate with Bluetooth beacons in each store along the two-kilometre stretch to customise content for shoppers.
Mobile phone owners will have the opportunity to receive free alerts on products, events and special offers, via Bluetooth, while shopping on Regent Street. Developed by digital marketing firm Autograph, the new mobile app forms part of the £1 billion Regent Street regeneration programme.
Paul Lorraine, a Regent Street retail manager said, "Success in retail in the 21st century is strongly linked to how you engage your customers in store and online.” Regent Street already has a reputation as being the place to be for brands, he explained, adding that the new mobile app would bring the digital and physical together, providing an exciting new way for retailers to speak to customers.
Daniel Latev, head of retailing research at Euromonitor International, told ESM, “Some of the most interesting advances in the use of mobile phones in stores is the experimentation of augmented reality and the trials with iBeacons.” With iBeacons using Bluetooth technology, he explained how it allows for stores to send “very targeted messages to smartphones” depending where they are located in-store.
© 2014 - European Supermarket Magazine