Technology and design company Iconeme has collaborated with participating retailers in Westbourne Grove and Ledbury Road in London’s Notting Hill to launch a personalised virtual ‘High Street Takeover’. Retailers in the area taking part include Melissa Odabash, Hari’s, Melt, Derek Rose, Petit Bateau and Toast amongst others.

Iconeme’s VMBeacon is a bluetooth, low energy product which can be placed anywhere in store, inside mannequins or in visual merchandising displays, enabling retailers to communicate with customers via their smartphones as they browse items on display in shop windows and in store.

A VMBeacon device transmits information that has been programmed by the retailer via a secure web portal. When a customer with an enabled smartphone app is within a 100m range of the VMBeacon, they will receive an automatic alert about the content they can access. This includes details about clothes and accessories or products displayed, such as price and links to purchase the items directly from the retailer’s website or the location they can be found within the store. The customer can also see more detailed photos and descriptions of the products plus save the looks for later, share with friends as well as access additional offers and rewards.

‘We are really excited to see Iconeme used on a mass scale. This is game changing technology for the struggling high street and we plan to expand the initiative to include other key shopping areas in the near future,’ says Jonathan Berlin, co-founder of Iconeme.