Landlord Hammerson is rolling out geo-location technology iBeacons to all of its European shopping centres, including the Bullring in Birmingham this summer.
It has already installed more than 200 beacons in Les Terrasses du Port, its new shopping centre in Marseille, France, ahead of a Europe-wide roll-out. H&M and Mango are among the 80 retailers signed up to the scheme.
The beacons will work in conjunction with Hammerson’s mobile app and provide shoppers with a range of services that depend on knowing their precise location, such as directions to a particular store. There is also a ‘find my car’ function.
The beacons can determine a person’s location to within one metre and send them exclusive offers.
To use the app, the shopper must provide Hammerson with basic information such as their age and gender. Offers may become more personalised as more data about people’s preferences is collected.
Hammerson digital marketing controller Karl Boyce said: “Our main objective is getting the right type of customers to stores. We think it will have a huge bearing on spend, frequency of visits and dwell time.”
Sophie Ross, head of multichannel at Hammerson, said shoppers who download the app are mostly interested in offers.