Target is launching a beacon technology pilot tapping its mobile app in 50 stores across the country to enhance the in-store consumer experience and provide customers with deals and recommendations as they browse aisles.

"We’re excited to start using beacon technology to offer real-time, relevant content and services that can help make shopping at Target easier and more fun," said Jason Goldberger, president of Target.com and Mobile, in an announcement on the marketing move. "This is another way Target is bridging mobile and stores, and using digital to enhance the in-store shopping experience. We look forward to seeing how our guests respond to what we’ve built."

A beacon transmits signal using Bluetooth technology. Customers must have an updated version of the Target iPhone app 7.4 or newer and enable Bluetooth on their mobile devices. When a potential shopper is in proximity to one of the 50 pilot locations, which include Chicago, Denver, Minneapolis, New York City, Pittsburgh, Portland, San Francisco and Seattle — he or she will receive an app message asking them to opt in so Target can push out merchandise alerts.

Target states it won’t overwhelm consumers with the push-out notes; "We’re going to limit the amount you receive to two per shopping trip, and we’ll make sure the alerts and in-app updates provide compelling content and offers."

The retailer said it’s working on building new features for the beacon-app effort such as providing a shopping list update as well as a customer-support feature where shoppers can communicate with a store team member via smartphone.

"Based on results and the guest feedback we receive from the 50-store test, we’ll continue to enhance and adapt the service, which isn’t currently available for Android devices. (Rest assured Droid lovers: We’re working on that, too.) We also plan to expand the service to more stores later this year," according to the announcement.