US retailer, Neiman Marcus have provided customers with the ability to personalise the in-store shopping 'experience' by bookmarking certain items, and connecting with sales staff. The mobile app allows the customer to contact their favourite sales associate and ask for advice on an outfit then get personalised recommendations from the sales associate. Upon walking into the store the iBeacon activates a push notification to be sent to the customers mobile with a welcome message which tells them that the sales associate is here. Likewise the sales associate is also notified that the customer has walked into store. Retail-Innovation.com expect to see more applications of this type as retailers now start to explore the idea of providing sales staff with apps to run on their own phones.