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Details are right here at the site below.

I believe it is the first step in understanding where the benefits of this technology from the retail side and consumer side intersect. I do think it makes more sense to have relevant marketing that isn't spamming consumers with deals on things they are not interested in. I view it as a digital sales person saying, "Hi, I noticed you looking at X, if you are looking to purchase it I can give an extra % off" or possibly just a reminder that can be set for you to not forget about the cool thing you saw online while you are in the store. My source has video has a deeper explanation of iBeacons and how Macy's might use them.

Apple introducing iBeacons what does it mean to Mobile Payments & Offers industry

Source: http://letstalkpayments.com/apple-ibeacons-what-do...