Electronics company Philips is working on a new device that uses a built-in light to send product information straight to shoppers' smartphones.

An accompanying app allows the consumer to open a map of the store in which they're shopping, as the beam of light picks up area information and determines their exact location.

According to The Verge, retail owners are using smartphones and applications to enhance a shopper's in-store experience - a whole new line of interactive tools like these have recently been released, including Apple's iBeacon.

These devices use small transceivers place around the store that give shoppers deals, sales and information when they walk toward the product.

Intelligent LED in-store lighting would track customers' movements in the store.

Philips didn't specify which gadgets will be compatible with the beacon lighting project, and told the Verge that the company was merely conducting a demo of the program at this time.

Retailers like Macys, American Eagle, and even some Major League Baseball parks have already started using iBeacon, arguably the most widely-used application of its kind to date.