Tesco is trialing iBeacons in Chelmsford with a store-specific app that will not send customers marketing messages because, according to Mark Cody, Senior Group Marketing Manager, the prospect
of walking past a stack of baked beans and your phone bleeping with an offer might put people off the technology. Instead, the app is far more likely to be used to allow customers to build a
shopping list which, when activated in-store, offers guidance to the correct aisle for items. The MyStore app is in beta and is only being rolled out very "carefully" to allow Tesco to evaluate
it and ensure
that consumers can become accustomed to the technology in their own time. Cody also reveals the company will "do something" in mobile vouchers within the next twelve months.