Macy’s is the first major retailer to begin testing Apple’s new iBeacon technology in-store. Macy’s will use retail app Shopkick as a form of third-party integration, and users will receive a notification through this app when they walk into Macy’s Herald Square or Macy’s Union Square, San Francisco. The notification directs users right into Shopkick’s app, which will alert them to deals and remind them about product sales they might be interested in. As of yet, the trial is limited to pinging phones upon entrance to the store, but in the future it could work on a much more targeted basis. If customers who use the service are more readily converted into purchasers, expect to see Macy’s, and many other retail stores, run with the new technology.