Technology and design firm Iconeme is collaborating with participating retailers in Londons Notting Hill to launch a personalised virtual high street takeover that delivers promotions and offers to shoppers phones.

The takeover, which will cover Notting Hills busy Ledbury Road and Westbourne Grove, includes retailers like Derek Rose, Melt, Haris, Melissa Odabash, Petit Bateau, Toast and Dinny Hall, amongst others. Participating stores have been equipped with Iconemes VMBeacons, which use Bluetooth Low Energy (BLE) technology to communicate with customers as they browse.

The VMBeacon was launched by Iconome in 2014 and can be placed anywhere in store, inside mannequins or in visual merchandising displays. The beacons aim to bridge the gap between on and offline, enhancing the retail journey for customers and driving sales to retailer websites, along with a supply of customer analytics.

“We are really excited to see Iconeme used on a mass scale,” said Jonathan Berlin, co-founder of Iconeme. “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.”