U.K.-based Proxama has teamed with a local media firm and a public transportation company to place bluetooth low energy beacons on buses in the city of Norwich, according to a press release.

Bus passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. Exterion Media and FirstGroup also are involved in the project. 

Twenty merchants from the Norwich area are participating in the initiative, which is centered on a location-based loyalty app called Loka. The app is available for Android and iOS devices. 

"The aim of this project is to understand more about how and when new mobile proximity technologies can enrich a consumer's shopping experience," Miles Quitmann, a Proxama executive, said in a statement "This initial six-month beta project will provide learnings from this partnership and will shape future rollouts, which will take place on other bus networks in the UK to benefit both consumers and businesses."

Proxama's TapPoint software drives the app and enables passengers to opt in to the experience by switching their Bluetooth on and downloading Loka, which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send as the user interacts with them, according to the announcement.