(Reuters) - Shoppers walking into a clothing store in New York City's SoHo neighborhood should not be surprised if a smartphone app, rather than a salesperson, greets them at the door.
Some retailers in the United States are starting to communicate with shoppers via a smartphone app called Swirl that uses in-store sensors to track their location in the shop to send them personalized offers and recommendations.
It's just one of the ways that brick-and-mortar shops are using apps to appeal to younger, more tech-savvy consumers.
"Retailers want to give consumers something that's value-added and does what an expert salesperson might do -- for example, tell them ‘Here's some great new products,' or ‘Here's a special offer because we know you've been looking at handbags'" said Hilmi Ozguc, CEO of Boston-based Swirl Networks, creators of the Swirl iPhone app.
Retailers in New York City and Boston are among the first to adopt the technology, which uses bluetooth sensors placed on store walls and shelves to communicate with the Swirl app.
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