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Mobile shopping app maker inMarket has rolled out Apple’s iBeacon technology in Safeway and Giant Eagle grocery stores, allowing customers with iPhones(s aapl) and other Bluetooth Low Energy smartphones to use their handsets as proximity-based shopping aides as they peruse the produce. The iBeacons detect where a customer is in a particular store, sending them coupons, alerts and other informational and promotional updates based on that location. inMarket is starting in San Francisco, Seattle and Cleveland, but will expand to grocery stores in other cities in the coming weeks. Shopkick announced a similar initiative with Macy’s last year.