UK transportation operator FirstGroup has installed Bluetooth Low Energy (BLE) beacons on buses in the city of Norwich to help deliver content and offers to passengers’ smartphones.

Twenty merchants have signed up for a six month pilot of the service, which was developed in partnership with Proxama and OOH media owner Exterion Media and forms the next phase of a connected high street project designed to explore the potential of NFC, QR and BLE to improve consumer engagement.

The service works with a location-aware app called Loka that “acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move,” the partners say. “Shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services.”

“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,” First’s David Squire explains. “This collaboration is the perfect mix of cutting edge technology and bespoke content that engages passengers.”

“The 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,” Proxama CCO Miles Quitmann adds.