Could beacon technology transform shopping habits?
22 December 2014 Last updated at 12:38 GMT
Beacon technology could transform the way we shop. The tiny transmitters can send unique offers to our smartphones as we pass any shop using beacons.
But will the offers, tailored for us, really pull us into the store?
BBC Click's Spencer Kelly took a stroll down London's Regent Street - which has one of the highest concentrations of beacons anywhere - to test the pulling power of the technology.