[The Shop and Ride beacon and app system, powered by [Xerox, is promising to]{.s2} deliver personalized, hyperlocal, mobile offers to transit riders based on their preferences and travel patterns. ]{.s1}

[Beacon technology placed in local bus shelters and at merchant sites communicates with the app so users are notified of existing offers in the area or at a particular store. With a single touch, riders can save a coupon to redeem it immediately or at a later time.]{.s1}

[See also:* Freckle beacons want you to get your ESPN on]{.s1}*

[Merchants also benefit from the app. They share two mobile offers per week with Shop and Ride app users. Xerox provides the merchants with real-time tracking of deal conversions and anonymized data – such as the number of users who save, open and redeem the coupons. This allows merchants to make data-driven decisions based on which offers resonate most with consumers.]{.s1}

[The app grew out of research conducted at Xerox's storied R&D facility [PARC]{.s2}, working in concert with other Xerox [innovation]{.s2} efforts helping transportation customers integrate mobile technology into their offerings. Shop and Ride joins other Xerox urban mobility projects being deployed around the world. ]{.s1}

[Earlier this year, Xerox launched [Go LA]{.s2}, [Go Denver]{.s2} and recently Go Bangalore to encourage multimodal transportation. These apps capture all available transportation options in the city and compute the shortest, cheapest and most sustainable ways to reach a commuter’s destination. ]{.s1}

[Belying their office product and photocopying history, Xerox is also a leading provider of [transportation technology services]{.s2} worldwide, including tolling, parking, mass transit and photo enforcement services, supporting governments in more than 30 countries.]{.s1}

Beacons are becoming routine for retail

[German lottery operator Westdeutsche Lotterie (WestLotto) is piloting a Bluetooth Low Energy (BLE) beacon solution to attract consumers into 60 outlets at which they can buy lottery tickets. The system, provided by Berlin-based technology company Sensorberg, delivers coupons and other location-based content to WestLotto app users, and then tracks whether those individuals enter stores and make purchases based on those offers.]{.s1}

As well, South Korea's YAP is looking westward to expand after conquering Vietnam and China, with a beacon network aimed at storefront retailers.