The lawsuit takes aim at companies that pay Amazon customers to write and post reviews.
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Although only a few retailers have implemented beacons of any type at this time, the ways they can be used in a retail setting are numerous, experts say. Beacons can be specialized within a store to target consumers with specialized messaging or offers down to the department or aisle they are in, and to track consumers' movements through stores, giving retailers more information about how consumers shop. "A store might include a welcome message with a coupon offer via a beacon by the door and then use another beacon by the jeans section to prompt users to see a fashion video, or a beacon by the cashier to prompt a user to join a loyalty program and receive points for a purchase," says Alex Muller, CEO of GPShopper, a mobile app and site developer that is selling beacons readable by iPhones.
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