Regent Street Beacon Project rolled out to 120 retailers
Regent Street shoppers reaping benefits of personalised smartphone offers and alerts

Regent Street's on-going Beacon Project has successfully reached 120 retailers and is ready to expand later this year.
The project, which began this summer, saw Regent Street become the first high street in Europe to send real-time personalised shopping content to consumers via smartphone alerts.
Beacon devices were placed in stores to push personalised messages and offers to consumers' smartphones as they walked past.
However, the messages only appear if the smartphone has downloaded a particular app designed to receive the signals.
Adam Bray is the senior corporate affairs manager for The Crown Estate, which owns Regent Street. He has championed the project since its inception.
"A key part of the success of Regent Street's Beacon Project is the fact that it is designed not to be intrusive for consumers."
For instance, The Regent Street app creates a personal profile based on consumer preferences so customers only receive information about things they specifically said they were interested in.
Get the ITPro daily newsletter
Sign up today and you will receive a free copy of our Future Focus 2025 report - the leading guidance on AI, cybersecurity and other IT challenges as per 700+ senior executives
"We also understand that consumers are increasingly concerned about data security, which is why our app is purposefully designed so that it doesn't track or retain any personal data."
The Crown Estate said the project's next step will be a wider marketing campaign designed to drive downloads of the app.
Bray said: "Through our planned marketing activities we'll now be looking to promote the app more widely to shoppers and once we're a bit further down this road, we'll have more information on things like download stats."
Other vendors such as Tesco, Waitrose and Eat are also trialling similar technology, but many brands have been reluctant to get involved because of data privacy concerns.
-
Blackouts in Spain and Portugal could be a cyber attack
Both countries are "paralyzed" by nationwide power outages
By Jane McCallion
-
Cisco takes aim at AI security at RSAC with ServiceNow partnership
News The companies claim Cisco AI Defense and ServiceNow SecOps will help address new challenges raised by AI
By Jane McCallion
-
Amazon delivery drones grounded by FAA's new aviation rules
News FAA says drones can’t fly at night, and must be within sight of their operators at all times
By Joe Curtis
-
Improving the retail experience with Windows 8
Sponsored Windows 8 makes it easy to give customers what they want and need.
By ITPro
-
IBM showcases augmented reality shopping app
News IBM demonstrates new Augmented Shopping Assistant App, which will arm consumers with information about all their in-store purchases.
By Bryan Betts
-
Google shops unnecessary says Android chief
News Rubin plays down suggestions Google might be getting into retail.
By Rene Millman
-
Microsoft does the business with Windows 8 tablets
News Software giant talks up the business case for the tablet versions of its next generation operating system.
By Caroline Donnelly
-
'Apple-style' mobile tills could revolutionise retail
News Fed up of the queues at the till during Christmas? Imagine if staff simply came up to you to let you pay.
By Asavin Wattanajantra
-
Microsoft Windows 7 review
Reviews In this review of Microsoft's latest operating system, we give our verdict on whether it’s fit for business.
By Simon Bisson
-
Case study: New Look looks to SOA
In-depth New Look chose to use SOA technology, as it looked to secure its foundations for growth into overseas market.
By Asavin Wattanajantra