A system for directing a shopper to an item of interest in a store comprises a floor surface at a store configured with indicators that communicate with each other to identify a path for guiding a store visitor from a current location to a location of an item of interest; a mobile device application executed by a mobile electronic device, the mobile device application generating a request for locating the item of interest; and a special-purpose processor that calculates the path from the current location of the store visitor to the location of the item of interest in response to the request received from the mobile device application. The indicators identify the path in response to the special-purpose processor calculating the path.