A collaboration between Proxama, Exterion Media and FirstGroup has resulted in Bluetooth beacon technology being implemented on bus journeys in Norwich.

The initiative counts 20 merchants from the area amongst its participants and signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides content and offers (available on Android and iOS). David Squire, managing director at First Eastern Counties, comments: “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. 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.”

Underpinned by Proxama’s TapPoint platform, passengers switch on their Bluetooth and download Loka, which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them. Working alongside partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project has been created to better learn about how to make beacon technology a part of the everyday shopping experience.

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