Regent Street’s line up of luxury retail brands, including Karl Lagerfeld, Armani and Longchamp, are set to deliver personalised marketing messages to shoppers using iBeacon technology.
The Crown Estate, which owns the shops on Regent Street, is introducing a mobile app that communicates with beacons in each store via bluetooth, allowing consumers to receive offers and personalised content as they walk by.
As well as providing content, the app is also intuitive, building a profile for each shopper so that the content they receive is tailored to their individual preferences.
It will also push out information on new brands that align with their interests.
Paul Lorraine, UK general manager of Longchamp said: "Success in retail in the 21st century is strongly linked to how you engage your customers in store and online. Regent Street already has a reputation as being the place to be for brands like ours and the new mobile app will bring the digital and physical together, providing an exciting new way for us to speak to our customers."
The introduction of the app, developed by digital marketing firm Autograph, forms part of a £1bn Regent Street regeneration programme, which has already seen an array of international brands like Burberry, J Crew and Cos open global flagship stores on the Street.
The app, which is free to download, will include information from the majority of Regent Street's retail line-up.