Dive Brief:

• Target Wednesday said it’s installing beacons in 50 of its stores in Chicago, Denver, Minneapolis, New York City, Pittsburgh, Portland, San Francisco, and Seattle.

• TechCrunch reports that beacons will be in most if not all stores by Christmas.

• The beacons at first will work via Target’s existing iOS app, and will expand to Android soon, using an opt-in with Bluetooth enabled.

Dive Insight:

Most major retailers have at least tested beacons, those small, low-energy devices that could revolutionize in-store communications with customers. Target appears to be one of the few out of the gate (Macy’s is another), launching Bluetooth beacons in several locations.

The retailer is taking care to note that its new system will be opt-in only, and that even then it won’t be bugging customers more than twice during their store trip. 

“Based on results and the guest feedback we receive from the 50-store test, we’ll continue to enhance and adapt the service, which isn’t currently available for Android devices,” Target reported Wednesday via its Bullseye View blog. “Rest assured Droid lovers: We’re working on that, too! We also plan to expand the service to more stores later this year.”

Like its lower free-shipping (no membership) minimum and its free-shipping holidays, this wide beacon test, which the retailer says will enable customers to get assistance as well as organize their shopping and get notifications of coupons and sales, is evidence of Target’s determination to come back by surfing the waves of e-commerce and of in-store success.