Regent Street offers futuristic retail adverts

Michael Bow
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SHOPPERS strolling down Regent Street will be targeted with adverts from shops pinged directly to their smartphones as part of futuristic new plans unveiled yesterday.

The Crown Estate, which is regenerating the mile-long stretch of shops, said retailers will be able to install beacons that connect via bluetooth technology to customers strolling past – helping them lure more in-store.

The move is designed to give shoppers more personalised content and is the first time in Europe the so-called beacon technology has been installed on such a scale.

Shoppers have to download an app to their smartphone before receiving the messages.

“The retailers have embraced this initiative and understanding it is the way forward, fully support the digital advancements,” said Regent Street Association director Annie Walker.

“The Regent Street app is perfect as it enables the customer to choose the brands they wish to connect to but does not track their data. This is perfect for Regent Street.”

The Crown Estate is spending around £1bn on regenerating the central London thoroughfare.