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London's Regent Street launches Beacon technology

London’s Regent Street has become the first shopping street in Europe to launch a mobile app with Bluetooth Beacon technology that will push offers and information to consumers as they shop.

The beacons have been placed in each store so as shoppers walk past they will receive alerts direct to their phones providing information on new products, upcoming events and exclusive offers available only to those shopping on the street that day.

Beacon technology has only previously been trialled by a handful of individual retailers and The Crown Estate – which owns the majority of the retail property along the street – said it is the first time the technology has been used across an entire shopping street.

The app is free to download for Apple and Android. As well as providing content, it will also build a profile for each shopper so the content they receive is tailored to them. 

The technology is aimed at improving dwell times on the street, with shoppers better able to explore what the street has to offer, plan their visits and find new brands, while maintaining their anonymity.

David Shaw, head of The Crown Estate’s Regent Street portfolio, said the technology brought “together online, physical and now mobile retailing to provide an experience which delivers across all of the platforms that appeal to 21st century shoppers”.  

Paul Lorraine, UK general manager of Longchamp, added: “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 like ours and the new mobile app will bring the digital and physical together, providing an exciting new way for us to speak to our customers.”

The app has been introduced in conjunction with the Regent Street Association, which represents the street’s retailers.

It was developed by digital marketing firm autoGraph.

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