The Bluetooth-based iBeacon feature in iOS 7 is theoretically ideal for retailers -- they can offer location-sensitive deals without having to track shoppers using GPS. We're about to find out how well it works in practice, as Macy's has just started testing Shopkick's iBeacon-derived ShopBeacon service in a closed beta. Stores in New York's Herald Square and San Francisco's Union Square now carry transmitters that send discounts and recommendations to participating iPhone users when they pass nearby. Whether or not Macy's offers the feature to the public will depend on the success of the trial, but it may not be long before your favorite store is more than eager to greet you.

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Macy's tests location-specific store discounts using Apple's iBeacon (video)