Shoppers at selected Cold Storage supermarket outlets and Tangs department stores will be among the first to be able to use their mobile devices to navigate within these stores.

Tapping on in-store Wi-Fi signals, shoppers can pinpoint where specific items are displayed.

Retailers will be able to gauge a shopper's location to measure traffic flow and crowd density. They will also be able to push out contextual information such as deals and advertisements - as long as shoppers opt in for this service.

This new function is part of a mobile positioning and analytics programme spearheaded by the Infocomm Development Authority (IDA), which could start in September this year. Other companies like Changi Airport Group and Perennial Real Estate will also work with technology firms such as YFind, StarHub and Sanginfo to roll this out, said IDA on Thursday.