Buses in and around Norwich have been fitted with Bluetooth beacon technology aimed at connected passengers with retailers in the area as they travel.

The move is part of an initiative by proximity marketing specialists Proxama to re-imagine the high street, and is supported by out-of-home media company Exterion Media and transport company FirstGroup.

The low energy Bluetooth beacons are integrated into stickers on the back of bus seats, encouraging passengers to download location-based app Loka, that provides relevant content and offers and acts as a network for local brands and retailers.

Once passengers have downloaded the app, they receive rewards such as coupons, discounts and loyalty services as they travel towards the city centre. The project aims to give consumers a more engaging journey, and drive loyalty, footfall and engagement for local brands.

The system is underpinned by Proxamas TapPoint platform, and has been created as part of the Connected High Street Project, which is working with multiple partners including the Norwich Business Improvement District and the Association of Town & City Management to learn how to make beacon technology part of the everyday shopping experience in the UK.

“The aim of this project is to understand more about how and when new mobile proximity technologies can enrich a consumers shopping experience,” said Miles Quitmann, CCO of Proxama. “This initial six month beta project will provide learnings from this partnership and will shape future rollouts, which will take place on other bus networks in the UK to benefit both consumers and businesses.”

“It is important for us to look at new and innovative ways to ensure our customers view us as the number one way to travel,” said David Squire, managing director of First Eastern Counties. “This collaboration is the perfect mix of cutting edge technology and bespoke content that engages passengers. By working with Proxama and Exterion, our combined efforts can once again transform the service we offer, so that we continue to remain relevant.”