Retailers use Bluetooth beacons to target in-store shoppers

12/2/2013 | Mobile Marketer

In-store Bluetooth transmitters called beacons are a new way that retailers are reaching out to mobile-equipped shoppers this holiday season. Macy's is piloting the technology in two stores where customers can opt in to receive discount notifications while they shop. "[I]t can be used for content, personalization and tailored messaging," said Maya Mikhailov, co-founder of GPShopper.

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