South Coast shopping centre The Swan Centre in Eastleigh has become the first in the UK to use location-message based technology TagBeacon.

It allows merchants to detect customers‘ presence and deliver targeted and relevant ads directly to their mobile phones as shoppers can access discount offers without having to open an app or browse a website.

Customers must first download the SmartRewards app and turn on Bluetooth connection to use Beacon.

The technology, which has a maximum range of 50m, can also be used for non-promo activity such as way-finding and customer service.

“There‘s a real buzz within the retail industry about the potential of location-based technology to help engage with and market services to the public,” said Mark Robinson, Investment Director at Ellandi, owner of the Swan Centre.

The company that delivers the white-label solution says the installation ushers in a new era of mobile advertising.

“While this is the first time this system has been used in a UK shopping centre, the technology is being used overseas in places including New York‘s iconic department store Macys,” said Jess Stephens, co-founder of TagPoints.