UK stores start putting Iconeme’s shopper-tracking beacons in mannequins

Interesting article on how iBeacon technology is being used for both customer convenience as well as brand data building. Worth the read!


Three British retail outlets have begun using a technology called VMBeacon in their store mannequins, so that shoppers with the appropriate app can check details about the clothes that the mannequins are wearing, and the stores can learn more about their shoppers.

The VMBeacon, from tech and design company Iconeme, can be programmed by the retailer through a secure web portal, so that shoppers will see details like prices or links to the retailer’s website, or information about where in the store the relevant item can be found. The first outlets to use it are a House of Fraser store in Aberdeen, a Hawes & Curtis in London, and a Bentalls in Kingston upon Thames.

The Iconeme app will alert users when they are within 50 meters of a VMBeacon, telling them what content is on offer. The system uses Bluetooth Low Energy (BLE), a type of Bluetooth connectivity…

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