With multiple phones and beacons at the same location, it's going to be difficult to measure proximity with any high degree of accuracy. Try using the Android "b and l bluetooth le scanner" app, to visualize the signal strengths (distance) variations, for multiple beacons, and you'll quickly discover that complex, adaptive algorithms may be required to provide any form of consistent proximity measurement.
You're going to see lots of solutions simply instructing the user to "please hold your phone here", to reduce customer frustration.