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Have you experienced iBeacon in Swindon, Waitrose?

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Apple's Bluetooth based iBeacon (support page) technology has been on trial in Swindon Waitrose for about a month, which it's stated will alert shoppers to promotions when they're near a particular aisle or food counter. Have you experienced such alerts in Waitrose, or at other locations? Do you like the idea? Have you found the alerts useful?