CAMP HILL, Pa. – Rite Aid has installed proximity beacons at each of its more than 4,500 U.S. locations, ZDnet.com reports. The move is the biggest beacon installation in retail so far.

Rite Aid partnered with inMarket, which makes its own Bluetooth beacons for Android and IOS. The data collected by such beacons provides brick-and-mortar retailers with the ability to personalize and target offers and coupons based on individual shoppers.

inMarket has also worked with Conde Nast and Gannet to “beaconize” their apps to talk to proximity devices. “Beacons on their own require apps to listen for them—otherwise they don't do anything,” said Dave Heinziner, inMarket communications director. “Our strategy has been to build out relationships with apps that people already use, rather than try to reinvent the wheel and get people to download something new.”

Through its partnership, Rite Aid will acquire access to inMarket’s more than 42 million monthly active users, in addition to users of the Rite Aid app. By installing these beacons, Rite Aid will be able to connect stores to the Internet of Things, the network of objects that communicate through embedded technology, thus creating a more united in-store environment.

For more information on how convenience stores can use beacons, read “The Beacon Breakthrough” from the October 2014 issue of NACS Magazine.