Following the likes of Apple’s iBeacon technology, Philips is piloting a system that sends in-store marketing to smartphones but, instead of Bluetooth, the Dutch giant is using shop lighting to communicate with shoppers.

Philips’ lighting, which is currently being piloted by selected retailers, sends special offers and information to an app on shoppers’ smartphones.

The manufacturer argues its system has sufficient accuracy to target shoppers with particular offers as they move around a store.

The system uses the lighting fixtures to act as a positioning grid that locates users. Notifications are sent to the user’s app via Visual Light Communications, a technology that enables data to be delivered via visible light.

Philips also argues its system will attract retailers because it does not require an additional investment to launch a beacon system in their shops.