Technology company inMarket announced that it has deployed "the world's first multi-retailer iBeacon platform, and the first-ever grocery store implementation of BLE." According to a TechCrunch report, the rollout this week includes more than 200 stores in the Safeway and Giant Eagle networks, with locations on the West Coast being the first recipients of the tech.

InMarket says it is the operator of "the world′s largest mobile shopper platform," with clients that include Coca-Cola, Dial, Kraft, Energizer, Levi's, Mondelez, Nestlé, Procter & Gamble, Tyson Foods and Unilever.

This video demonstrates some of the features of the beacon initiative, which the company has dubbed "Mobile to Mortar," including reminders triggered by items on wish lists and loyalty program integration:

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