The merchants have the opportunity to display promotional content on the customer’s devices which are proximity-based and context-specific. The content could be image, audio-visual, text, animation, push notification, SMS, e-mail etc. Merchants can display content for a particular store, particular region or for the all the stores. They could even define specific content for particular parts of their store: for example, if a customer walks into the Footwear aisle, you could prompt content regarding the latest promotions on footwear brands. The content could be defined from our content management engine, whose UI is made available to the merchant.