Through a Beacon mobile application on a smartphone, customers can easily navigate the store. For contextual goods advertising beacons are used to determine the location of the customer in the store. Advertisements relating to new items or discounts is displayed when the customer is located next to a particular aisle or section of the store. With the help of the heat maps, you can obtain the customer movement history in the retail area. An example of the loyalty system gamification – a game for visitors in which they are given the objective to visit different store sections in order to receive discounts and bonuses.