If the holidays weren‘t enough reason to avoid the mall, beginning today in Apple stores nationwide your iPhone will be communicating with the store as you shop.

The folks at 1 Infinite Loop have placed tracking devices called beacons in their stores in order to offer a new kind of shopping experience. These beacons communicate with your phone via Bluetooth Low Energy (BLE) technology in order to offer you appropriate promotions, advertisements, and other information based on your location within the store.